6.2 Adaptation or Aggregation: The Value Proposition Globalization Matrix
A useful construct for analyzing the need to adapt the offer and message (positioning) dimensions is the value proposition globalization matrix shown in Figure 6.1 "The Value Proposition Globalization Matrix", which illustrates four generic global strategies:
A pure aggregation approach (also sometimes referred to as a “global marketing mix” strategy) under which both the offer and the message are the same
An approach characterized by an identical offer (product/service aggregation) but different positioning (message adaptation) around the world (also called a “global offer” strategy)
An approach under which the offer might be different in various parts of the world (product adaptation) but where the message is the same (message aggregation; also referred to as a “global message” strategy)
A “global change” strategy under which both the offer and the message are adapted to local market circumstances