Asiaweek: Positioning a Regional Magazine
Consider a magazine’s positioning – it needs to lie somewhere between global and local, between hard news and soft news, and in the right place to deal with the competition. Professor Hellmut Schütte and Jocelyn Probert examine Asiaweek’s positioning, its history and how it struggled to strike a balance in its Asian market.
Content: Case Study | Authors: Hellmut Schütte, Jocelyn Probert | Source: “INSEAD” | Subjects: International, Marketing / Sales | Industry: Publishing | Company: Asiaweek