UNIVERSITY OF MICHIGAN Working Paper Positioning Multi-Country Brands: The Impact of Heterogeneity in Cultural Values and Competitive Set Rajeev Batra Stephen M. Ross School of Business University of Michigan Charles Zhang Carroll School of Management Boston College Nilüfer Aydinoğlu Koç University Fred Feinberg Stephen M. Ross School of Business University of Michigan Ross School of Business Working Paper Working Paper No. 1201 February 2013 This work cannot be used without the author's permission. This paper can be downloaded without charge from the Social Sciences Research Network Electronic Paper Collection: http://ssrn.com/abstract=2336046