An international business faced with a pure global market environment where consumers derive value from global characteristics only must pursue a cost leadership strategy.
An international business faced with a pure multinational environment where consumers derive value from multiple local characteristics must pursue a localization leadership strategy.
An international business faced with a semiglobal market environment where consumers derive value from a bundle of global and local product characteristics must harmonize its strategy.
The purpose of the research was to survey consumers on the intensity of cool and brand favorability and secondarily, to rate the brands on ten characteristics of cool.