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The concept of positioning is fundamental to how a company approaches and succeeds in a market. Despite a growing body of literature on positioning, existing research has focused mainly on larger companies and brands. This paper aims to apply the concept of positioning to small- and medium-sized enterprises (SME) companies to explore how SME entrepreneurs understand and approach the positioning of their company, and what differences exist compared to large companies and brands.

Using a qualitative research approach, this study is based on focus groups involving 13 SME entrepreneurs. The data were analyzed using a qualitative structuring content analysis, which resulted in a newly developed and empirically based typology of SME positioning strategies.

The results indicate that SME entrepreneurs view positioning as highly relevant but differ from larger companies in terms of market and brand orientation. Building on the interviews, an empirical matrix of four positioning strategies was developed which SME entrepreneurs typically use: specialization, differentiation, conviction and opposition.

Based on the developed positioning typology, this study proposes a two-step approach for SME entrepreneurs: gaining clarity on the basic positioning dimensions and exploring four strategic fields of action.

Overall, the findings contribute to a better understanding of SME entrepreneurs' positioning strategies as important building blocks for market and brand success. The new positioning typology provides a conceptual contribution for further research in the marketing/entrepreneurship interface.

This research paper is a literature review of the existing building retrofitting process. It proposes studying the functional, technical, and organizational issues of the green retrofit process. The purpose of this paper is to expand the domain of design framework for retrofitting existing buildings.

The paper provides a review of the model-based design process from enrollment to evaluation stages representing the green retrofitting process in selected publications. The paper opted to review the Green Retrofit Design (GRD) process model for achieving a systematic design model of GRD development in the future.

Functional and maintenance issues are mainly for new buildings, also in the field for renovation and demolishing. Publications also show that environmental, social, and technical issues are often examined separately in the decision process of GRD. Papers in the facility management scale would concentrate more on organization/legal issues. Publications with questionnaire design are devoted to the usage on life-cycle assessment on existing building, but not yet on the stakeholder management and design process and related issues.

The achievement of the study is to provide a new framework of design approach that is significant to the theoretical research, education, communication, and practical works in terms of GRD development.

The paper not only achieves a specific sequence of practical approaches, including awareness of problems, conceptual development, and design embodiment, to meet design objectives, but also conforms to academic practice-based research of creative design taking on GRD practice.