Microsoft's Windows 7 operating system was launched in 2009 with the user-centric global advertising campaign keyed to the theme "I'm a PC,and Windows 7 was my idea." This is an example of the dual-extension strategy.

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The dual-extension strategy involves using the same advertising campaign and product positioning in multiple markets, which is what Microsoft did with the global campaign for Windows 7.

Microsoft's Windows 7 Operating System Was Launched in 2009 with the User-Centric