Whether it’s a matter of designing store layouts, figuring out where to locate retail facilities, localizing marketing, or aligning sales force territories, [...] At all levels, place still matters.
Modern communications may enable individuals to build and join virtual communities that cross borders, but we are much more likely to use those resources to connect with our neighbor next door than a person on the other side of the world.
The physical landscape, the buildings, the relation to surrounding places, and how people perceive and behave all contribute to the gestalt of a particular place.
If a place does not position itself, it is at the mercy of the unpredictable news cycle. The basic steps involved in developing a clear positioning are to identify the audiences the place wishes to address (such as tourists, overseas consumers, and foreign direct investors); assess the perceptions these audiences currently hold; develop a superiority claim about what the place offers that others don’t; and articulate the reasons why the superiority claim should be believed.
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