ABSTRACT The challenges Multinational Companies (MNCs) face are as diverse as their global stakeholders.

One challenge is how to adapt to the local cultures of stakeholders without losing the unique characteristics that define their organization (corporate culture). Thus, the main objective of this paper Corporate Positioning: Moving Toward the Third Culture Approach, is to address this challenge, and proffer ways MNCs can maintain a balance between adapting to local culture and retaining corporate culture while implementing their corporate positioning strategies. To achieve this, available literature(s) are reviewed and then 10 Global Communication Professionals and Scholars interviewed. The research participants confirm that achieving the local culture, corporate culture balance is possible and mutually beneficial to both the organization and the local stakeholders. In addition, from the in-depth responses of the interviewees, the third culture approach is developed and proposed as a method for achieving the local culture, corporate culture balance during global corporate positioning. Also presented, is a set of best practices and suggestions to guide MNCs as they position themselves in the best way: incorporating both local and corporate cultures.

Key words: Corporate Positioning, Local Culture, Corporate Culture, Public Relations, Communication, Stakeholders.