The rise of the emerging-market countries offers both developing and developed countries a
unique opportunity to gain the benefits of a truly international economy. Consequently, it is imperative
to advance our knowledge of emerging-market countries MNC emergence and competitiveness
including Malaysian firms on how will they position their products strategically. Based on the
framework of Porter’s Generic Strategy, this paper is composed of price/ volume segments and impacts
on product strategy theory. The aim is to identify crucial triggering cues and focus areas for
Malaysian companies and measure what role these play in different segments. This study argues
that some Malaysian companies will reposition themselves strategically when internationalizing
and that they will focus on other factors or triggering cues when doing so not merely adapting the
prevalent price leadership strategy
