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Article
Publication date: 22 December 2021

Natasha Saqib and Mir Shahid Satar

An Indian emerging market positioning taxonomy has been developed in response to the literature review's findings that existing positioning typologies/taxonomies are based…

Abstract

Purpose

An Indian emerging market positioning taxonomy has been developed in response to the literature review's findings that existing positioning typologies/taxonomies are based on managerial perspectives rather than consumer/customer perceptions and are only developed for advanced countries.

Design/methodology/approach

This study employs a three-step process for developing and validating a scale in order to conduct its research. In the first phase, items are generated and selected based on a literature review, focus groups and expert opinion. Exploratory factor analysis is used to fine-tune the scale in the second phase. Phase 3 uses CFA to establish convergent, discriminant and nomological validity through the use of CFA.

Findings

A consumer-based taxonomy of positioning strategies were developed as a result of the research. Six distinct positioning strategies emerged that was named (1) Value for Money, (2) Functional (3) Premiumisation, (4) Promotional Campaign, (5) Brand Name (6) Visual Aesthetics.

Research limitations/implications

Developing and validating measurement scales will be made easier with the help of this paper. Target populations, industry and geography selection and a cross-sectional time horizon are just a few of the study's drawbacks.

Practical implications

The study's practical implications include six factors/strategies that managers, advertising executives and marketing experts of consumer electronics companies in the Indian emerging market could use to position their products, resulting in the overall success of their organisations.

Originality/value

This study adds to the marketing literature by providing a solid theoretical foundation and a validated instrument for operationalising positioning strategies.

Details

International Journal of Emerging Markets, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1746-8809

Keywords

Article
Publication date: 28 October 2021

Natasha Saqib and Ali M. Shah

The purpose of this paper is to develop and validate a positioning taxonomy for the FMCG sector in the Indian emerging market, because a review of the literature shows…

Abstract

Purpose

The purpose of this paper is to develop and validate a positioning taxonomy for the FMCG sector in the Indian emerging market, because a review of the literature shows that existing positioning typologies/taxonomies are based on managerial perspectives rather than consumer/customer perceptions and have only been developed for advanced countries. This study helps to solve this problem by creating a positioning taxonomy for emerging markets.

Design/methodology/approach

In three phases, this study uses a systematic procedure for developing and validating a scale. Phase 1 consists of item generation and selection based on a review of the literature, focus group sessions and expert opinion. The second phase entails scale refinement via exploratory factor analysis. Confirmatory factor analysis is used in Phase 3 to establish convergent, discriminant and nomological validity.

Findings

This study’s findings include a consumer-derived taxonomy of positioning strategies that have been tested and validated. There were four distinct positioning strategies that emerged: value for money, being local, premiumization and product attributes.

Research limitations/implications

The main implication of this paper is to support researchers in developing and validating measurement scales. The limitations include target populations, choice of industry and geography and cross-sectional time horizon of this study.

Practical implications

This study’s practical implications are the four positioning strategies that FMCG managers, advertising and marketing experts in the emerging Indian market could adopt to position their fast moving consumer goods (FMCG) products to achieve the overall success of their organizations.

Social implications

Researchers are provided step-by-step guidance on how to develop and validate a measurement scale.

Originality/value

This study adds to the marketing literature by providing both a solid theoretical foundation and a validated instrument for the operationalization of positioning strategies.

Details

Young Consumers, vol. 23 no. 2
Type: Research Article
ISSN: 1747-3616

Keywords

Article
Publication date: 20 October 2021

Gowsia Bashir and Natasha Saqib

This study aims to examine franchising from an entrepreneurial perspective. The study investigates the extent to which franchisees exhibit entrepreneurial characteristics…

Abstract

Purpose

This study aims to examine franchising from an entrepreneurial perspective. The study investigates the extent to which franchisees exhibit entrepreneurial characteristics and various aspects of franchise development.

Design/methodology/approach

The questionnaire was distributed to 430 franchisees operating in India and 409 responses were received. Descriptive and inferential statistics, such as correlation, analysis of variance and structural equation modeling were used to analyze the data.

Findings

The study’s findings indicate that franchisees also exhibit entrepreneurial characteristics and behavior. Additionally, as evidenced by their franchisee selection process, franchisors appear to value entrepreneurial personalities within their franchised outlets.

Research limitations/implications

By generating sufficient business enterprises, the franchising system of entrepreneurship can be promoted as one of the solutions for developing countries. Additionally, the findings of this study suggest research implications for elucidating the entrepreneurial position of franchisees.

Originality/value

Considerable ambiguity exists when franchisees’ activities of operating and managing their outlets are considered entrepreneurial firms. The purpose of this study is to examine the role of franchising in the development of entrepreneurship. It provides empirical evidence for the extent of franchisees’ entrepreneurial tendencies and elaborates on key arguments in the franchising and entrepreneurship kinds of literature.

Details

Journal of Entrepreneurship in Emerging Economies, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2053-4604

Keywords

Open Access
Article
Publication date: 2 September 2019

Natasha Saqib

The purpose of this paper is to measure the perception and satisfactions of consumers of the tourism product of Kashmir region and identify potential niche markets that…

11697

Abstract

Purpose

The purpose of this paper is to measure the perception and satisfactions of consumers of the tourism product of Kashmir region and identify potential niche markets that could be used in the development of the destination’s positioning strategy.

Design/methodology/approach

The author used a case study methodology. Self-completion questionnaires were distributed to tourists visiting Kashmir region at the peak of the 2018 tourism season. The scales used were adapted from two authoritative sources. Data from 479 completed questionnaires were analysed quantitatively by a variety of statistical techniques, including factor analysis.

Findings

Four possible niche markets are identified that can inform the development of the destination’s positioning strategy: nature based, adventure, cultural and culinary. The overall conclusions and discussion of the findings should provide a case-based framework for the practical planning and implementation of positioning strategies in the tourism context.

Research limitations/implications

The time frame of the study was five summer months in one year, and only actual visitors completed the questionnaire. The study did not assess their evaluation of the quality of the services provided and consumed.

Originality/value

The overall conclusions and discussion of the findings should provide a case-based framework for the practical planning and implementation of positioning strategies in the tourism context.

Details

Journal of Tourism Analysis: Revista de Análisis Turístico, vol. 26 no. 2
Type: Research Article
ISSN: 2254-0644

Keywords

Article
Publication date: 11 February 2021

Natasha Saqib and Mir Shahid Satar

Emerging markets are witnessing rapid changes in their economy owing to the ongoing liberalization and globalization. India, as one of the emerging markets in south Asia…

Abstract

Purpose

Emerging markets are witnessing rapid changes in their economy owing to the ongoing liberalization and globalization. India, as one of the emerging markets in south Asia, is also experiencing a dramatic change in its business ecosystem. This poses huge opportunities to the companies, both start-ups and established ones. In this direction, the business model innovation offers a strategic renewal mechanism. The study aims to explore the practices of an online transport network company (OLA) creating a distinctive place for itself in Indian taxi service sector.

Design/methodology/approach

Methodologically, an exploratory case study of an India-based online transport company (OLA) business model innovation is reported.

Findings

This paper reveals that OLA has been able to gain competitive advantage in the Indian emerging market by developing an innovative business model with its distinctive features of personalised customer service, asset sharing, usage-based pricing, collaborative ecosystem, agile and adaptive organising and successful expansion strategies.

Research limitations/implications

This study adds to current knowledge concerning the theoretical foundations and antecedents of business model innovation as a competitive advantage. The paper is explorative in nature because the analysis is mostly based on literature review. Furthermore, in consideration of the analysis of business model of a single company, further research is required to generalize the results.

Practical implications

The understanding of the intricacies of business model innovation can be of great concern to existing and prospective managers and entrepreneurs of emerging markets.

Originality/value

The paper discusses the features of innovative business models and how firms can make their business models more relevant to the competitive markets. As such, the study is hopeful to aid practitioners engaged in the pursuit of beating the competition with innovation driven business models.

Details

International Journal of Innovation Science, vol. 13 no. 4
Type: Research Article
ISSN: 1757-2223

Keywords

Open Access
Article
Publication date: 28 March 2019

Mir Shahid Satar and Saqib Natasha

While the literature has described social entrepreneurs as overwhelmingly occupying a pivotal role in social entrepreneurship (S-ENT) process, there is a high…

3574

Abstract

Purpose

While the literature has described social entrepreneurs as overwhelmingly occupying a pivotal role in social entrepreneurship (S-ENT) process, there is a high inconsistency prevailing with respect to entrepreneurial traits, attitudes and skills of social entrepreneurs. One explanation for this may be the lack of a suitable scale measuring entrepreneurship orientation of social entrepreneurial individuals. The purpose of this study is to address this gap by proposing an initial assessment tool for individual S-ENT orientation (ISEO).

Design/methodology/approach

A mixed methods research design, along with a two-stage Delphi process, helped in generating appropriate constructs for ISEO. While the items for the first dimension of scale were directly derived from the Delphi study, the items of the remaining dimensions were mainly found based on the three individual entrepreneurial orientation dimensions presented by Bolton and Lane. By means of exploratory factor analysis, the final examination of the ISEO items was undertaken through a survey of 71 social entrepreneurs across India. The process eventually resulted in reliable and valid measures for four dimensions of ISEO.

Findings

The scale-development process eventually resulted in a 13-item scale, measuring four dimensions of ISEO (social passion, innovativeness, risk-taking and pro-activeness). By developing a set of relevant ISEO indicators, the study answers the call for a scale development of ISEO in S-ENT literature.

Research limitations/implications

There is a need to further validate this instrument among other stakeholders (students) as well as in samples with different demographic characteristics across different regions of the country and the world. To further evaluate the reliability and validity properties and to confirm the newly established subscales and their relationship with the ISEO construct, there is need for conducting a confirmatory factor analysis using larger sample sizes.

Practical implications

The measurement of SEO at an individual level will assist in S-ENT education, training and development of present and prospective social entrepreneurs, as well as assist individuals who want to assess the strength of their orientation towards S-ENT. The understanding of ISEO at the individual level will be equally useful for S-ENT incubators, the government and other S-ENT stakeholders who are considering supporting S-ENT proposals.

Originality/value

The paper is the first to develop an ISEO scale which is based on empirical data in S-ENT field.

Details

Asia Pacific Journal of Innovation and Entrepreneurship, vol. 13 no. 1
Type: Research Article
ISSN: 2398-7812

Keywords

Open Access
Article
Publication date: 11 July 2020

Natasha Saqib

The purpose of this paper is to review state-of-the-art literature on product/brand positioning to re-examine the positioning concept and developing a more comprehensive…

21427

Abstract

Purpose

The purpose of this paper is to review state-of-the-art literature on product/brand positioning to re-examine the positioning concept and developing a more comprehensive definition from a theoretical viewpoint.

Design/methodology/approach

A systematic review of positioning was conducted. The review conformed to a rigorous set of core principles: it was systematic (organized according to a method designed to address the review questions), transparent (explicitly stated), reproducible and updatable and synthesized (summarized the evidence relating to the review question).

Findings

The literature review reveals that there is lack of coherent definition for positioning, and there is no mutual agreement among marketing scholars and practitioners about the exact meaning of the concept. Therefore, comprehensive definition of positioning encompassing the five underlying positioning perspectives (competition; empty slot/mind; consumers’ perception, differentiation and competitive advantage) is suggested.

Research limitations/implications

This paper will be useful for academicians to analyze the current nature of academic research in this area and will provide an added advantage to managers to design and implement positioning strategies for their product/brands that will allow their organizations to gain competitive advantage. This study acknowledges limitations with respect to its exclusive search criteria, which might affect its generalizability.

Social implications

Position and positioning is of relevance in society in broad terms, e.g. in sports, politics and culture. Positioning strategy is discussed and implemented in different industries (business-to-business and consumer), for all kinds of brands (including, for instance, corporate brands) and for “brands” in the very widest sense (such as places or people).

Originality/value

This is the first systematic review of positioning that provides a detailed understanding of the current state of positioning research on a single platform and also draws a comprehensive positioning conceptualization.

Details

PSU Research Review, vol. 5 no. 2
Type: Research Article
ISSN: 2399-1747

Keywords

Article
Publication date: 14 May 2021

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

185

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Business model innovation can help international firms struggling to make an impact within emerging markets. By tailoring their models to meet the unique demands of each specific markets, such organizations should be better placed to improve performance and secure a competitive edge.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Details

Strategic Direction, vol. 37 no. 5
Type: Research Article
ISSN: 0258-0543

Keywords

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