Salah S. Hassan, professor of marketing, received the Literati Network Award for Excellence 2013 for a paper he co-authored on market segmentation and brand positioning.
Every year, Emerald Group Publishing invites each journal’s editorial team to nominate an outstanding paper from the previous year (2012). Hassan and Stephen Craft (GWSB, Ph.D. 2001), dean & professor of business, Michael E. Stephens College of Business, University of Montevallo, published “Examining world market segmentation and brand positioning strategies” in the Journal of Consumer Marketing, Vol. 29 Issue: 5, pp. 344 – 356.
The paper examined conceptual and empirical linkages between international market segmentation bases and brand positioning strategies. An examination of an inventory of market segmentation factors in relation to four global strategic positioning decision options revealed practical implications for firms operating in increasingly globalizing markets. The paper can be downloaded here.