Drawing Modelling Canvas For The International Positioning Of Indian Beverage Products

Abstract

Purpose

The objective of this paper is to develop a mechanism for the international positioning of Indian Origin Beverage Products (IOBP) that concatenates four essential segments of globalization, which has not been addressed in the literature yet.

Methodology

The paper tailors the information for the international positioning of Indian Origin Beverage Products through certain sequential steps: information development, information validation and information refinement. The information is validated using statistical package R and refined using Principal Component Analysis.  The refined information is used for the development of model for the effective positioning of IOBP in the international market.

Findings

The study explores four statistically significant steps for the international positioning of IOBP, which are finally summarized into 18 highly influencing variables in contrast to 91 variables available in literature.

Research Implications

The 18 variables explored in this study should be considered as initial set of information for the international positioning of IOBP. It should not be taken as standard paradigm to be followed in all cases.

Practical Implications

The model developed in this paper will be useful for the researchers and practitioners related to Indian beverage industry for drawing the strategy canvas to position goods effectively in the international market.

Originality/Value

The model developed in this paper will be useful for Beverage Industry oriented business decision makers, in identifying the dimensions that can be considered for formulating the strategy for each stage of international positioning process.

Paper Type Research Paper

Keywords: International business, International positioning, Indian Origin Beverage Products (IOBP)