Search results

The purpose of this study is to examine the strategies that fast fashion retailers use to position sustainability by applying the stimulus-organism-response model. Specifically, this study investigated how sustainability positioning strategies influenced perceived corporate social responsibility (CSR) effort, price value and brand equity.

A between-subject Web experiment was used to test the research model. Four versions of the questionnaire were developed on a commercial online survey Web site, in which the surveys were randomly distributed to participants and data were collected.

The findings of this study suggest that sustainability positioning strategies can lead to the positive perceived CSR effort, thus giving support to the effectiveness of sustainability marketing for fast fashion retailers. Furthermore, purchase intentions are significantly influenced by perceived CSR effort, price value and brand equity.

This study provides important input for practitioners by suggesting that they focus their managerial attention to sustainability and should also promote it through their positioning strategies carefully.

The purpose of this paper is to revise the concept of positioning to differentiate between fundamental approaches to it and chart a scheme of schools of positioning.

An extensive literature review traces the roots and evolution of the concept. Two approaches to positioning are explored and related to the paradigms of market and brand orientation. Based on current theory and practice, different schools of positioning are identified and categorized along a market- and brand-orientation spectrum. Metaphors differentiate schools of positioning, illustrated by case examples.

Positioning is a key concept in marketing, branding and strategy. However, its theoretical and practical usefulness is in peril due to its many meanings, applications and overall vagueness. There is a need for a theoretical overview of positioning, which the literature currently lacks. Two approaches to define a brand’s position are identified and introduced: market- and brand-oriented positioning. Five principal schools of positioning show how these are different and why differentiating between them matters. The choice of school implies the market- and/or brand-oriented approach to positioning.

Further empirical case-based research might investigate when, what and how different positioning schools are applied in practice. The brief cases in this paper indicate a dynamic over time regarding the applications of the brand- and market-oriented school of positioning. An in-depth theoretical and practical investigation of the dynamics of positions would be of value for the research field.

The distinction among different schools of thought helps bridge the gap between the theory and practice of positioning. A specific positioning objective can guide management in the selection of a particular school of positioning, which enables management to make more insightful conscious choices regarding its opportunities, limitations and consequences.

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).

This paper relates positioning to the fundamental discussion of brand and market orientation. It integrates positioning research and provides a structured overview of the concept.

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.

The purpose of this paper is to examine the practices of positioning Chief Executive Officers (CEOs) and other top executives in the public sphere and approaches to manage their communication activities.

A neo-institutional framework is used to explain the growth of CEO positioning in mediatisated societies. Research questions are derived from previous research and tested in a quantitative online survey with 512 heads of corporate communication in 21 countries across Europe and a qualitative survey with 42 communication leaders in 12 countries.

The majority of companies position their CEOs and/or other top executives, but only a minority guide these activities through a sound management process. European CEOs are primarily presented based on their functional and ethical competencies. A minority of communication leaders prefer the uniform positioning of their CEOs in different markets; others argue for localised approaches. More companies in high-power distance countries have a specific communication strategy for their CEOs, compared to companies in low-power distance countries. Significant differences were also identified between listed and privately owned companies.

The study indicates the importance of CEO positioning from the perspective of corporate communication leaders. Investigating the expectations and experiences of CEOs themselves might provide additional insights.

The paper presents the first large-scale study on CEO positioning, informs practitioners on the state of practice in Europe and identifies knowledge that can be integrated into education of business and communications students alike.

Nowadays, WiFi indoor positioning based on received signal strength (RSS) becomes a research hotspot due to its low cost and ease of deployment characteristics. To further improve the performance of WiFi indoor positioning based on RSS, this paper aims to propose a novel position estimation strategy which is called radius-based domain clustering (RDC). This domain clustering technology aims to avoid the issue of access point (AP) selection.

The proposed positioning approach uses each individual AP of all available APs to estimate the position of target point. Then, according to circular error probable, the authors search the decision domain which has the 50 per cent of the intermediate position estimates and minimize the radius of a circle via a RDC algorithm. The final estimate of the position of target point is obtained by averaging intermediate position estimates in the decision domain.

Experiments are conducted, and comparison between the different position estimation strategies demonstrates that the new method has a better location estimation accuracy and reliability.

Weighted k nearest neighbor approach and Naive Bayes Classifier method are two classic position estimation strategies for location determination using WiFi fingerprinting. Both of the two strategies are affected by AP selection strategies and inappropriate selection of APs may degrade positioning performance considerably.

The RDC positioning approach can improve the performance of WiFi indoor positioning, and the issue of AP selection and related drawbacks is avoided.

The RSS-based effective WiFi indoor positioning system can makes up for the indoor positioning weaknesses of global navigation satellite system. Many indoor location-based services can be encouraged with the effective and low-cost positioning technology.

A novel position estimation strategy is introduced to avoid the AP selection problem in RSS-based WiFi indoor positioning technology, and the domain clustering technology is proposed to obtain a better accuracy and reliability.

The purpose of this paper is to offer a perspective of brand-based analysis on green brand positioning differentiation through a network analysis approach.

This study employs centrality and distinctiveness as bases to develop a matrix framework of green brand positioning differentiation. The two dimensions are measured from the techniques of network analysis, including analysis of the core-periphery structure and adjacency matrix.

The results yield four clusters with different positions in a 2×2 matrix, including 23 core brands with high-positioning distinctiveness, ten core brands with low-positioning distinctiveness, ten peripheral brands with high-positioning distinctiveness, and seven peripheral brands with low-positioning distinctiveness.

The results contribute to providing brand researchers with different analytical perspectives on the existing knowledge about green brand positioning and offer strategic positioning information for green brand practitioners.

This research contributes to the literature in three ways. First, this research is a first attempt to offer a brand-based perspective on differentiation of green brand positioning. Second, this research advances the existing knowledge that uses network analysis on green brand positioning by offering different techniques for brand differentiation analysis. Finally, this research complements the strategic positioning information of the current business environment in the context of green branding.

The purpose of this paper is to investigate and theoretically explain how line managers and lower-status experts work together in public health-care organizations. Hence, this study explores how lower-status experts influence line managers' decision-making and task prioritizing in order to guide staff experts' cooperation and performance improvements.

The authors used a qualitative method for data collection and analysis of the experts' and line managers' explanations about their cooperation. A theoretical approach of experts' identity positioning, in terms of differences and similarities, was used in analyzing the interaction between managers and experts.

This study shows that similarities and differences in positioning acts exist simultaneously. Similarity is constructed by way of strategic and professional alignment with the line managers' core tasks. Differences stem from the distinction between knowledge-grounded skills and professional attributes such as language, analytical tools, and jargon. Lower-status experts need to leave their entrenched positions and match the professional status of line managers in both knowledge aspirations and appearance to reach a respected approach of experts' identity positioning.

Unlike many previous studies, this study demonstrates that similarities and differences in positioning acts exist simultaneously.

The paper aims to present the case for a “paradigm shift” in current thinking about how to undertake category management and develop sourcing strategies using power positioning techniques. The case is made based on the growing evidence of a mismatch between currently dominant academic and consulting methodologies and the reality of professional managerial practice.

The paper provides a critique of the currently dominant thinking about how to conduct category management and strategic sourcing using the Kraljic Purchasing Portfolio Analysis methodology and the more recent Purchasing Chessboard approach. The critique focuses on their lack of analytical rigour when segmenting categories of supply, and their lack of robustness when making practical recommendations for managers when developing sourcing strategies.

The paper demonstrates how (building on the initial power positioning approach outlined, but not fully developed, by Kraljic) a new approach to portfolio analysis can be developed. Sourcing Portfolio Analysis identifies over 30 strategic sourcing strategies for managers to utilise. Using a simple case study, the power of this new methodology to provide managers with more comprehensive and effective sourcing strategies is demonstrated.

Because of the power of this new approach, and the need to challenge existing methodologies, researchers are encouraged to utilise it and try help to generate a “paradigm shift” in current thinking within the profession.

The paper provides the basis for a future more strategic supply management, rather than the currently tactical spend management, approach to sourcing.

This paper provides a new approach to portfolio analysis.

The purpose of the paper is to explore empirically the overall relative effectiveness of alternative positioning strategies from a consumer perspective.

Two studies (within‐ and between‐subjects design) are conducted aimed at evaluating the positioning success of four distinct positioning strategies of real brands in terms of consumers' perceptions of brand favorability, differentiation, and credibility, while controlling for brand‐specific, product category‐specific, and socio‐demographic influences.

The results show that the type of positioning strategy used affects the positioning success of a brand. More specifically, the study confirms normative arguments about the overall relative effectiveness of main positioning strategies by revealing that benefit‐based positioning and surrogate (user) positioning generally outperform feature‐based positioning strategies along the three effectiveness dimensions. The findings also demonstrate that no single strategy outperforms all the others on all dimensions.

The study is limited in terms of the number of positioning strategies and product categories evaluated. The paper introduces an alternative approach to measure the effectiveness of positioning strategies of real brands. Moreover, the results of the paper show empirically that measuring positioning effectiveness must extend beyond capturing unidimensional brand attitude measures.

The findings should guide brand managers in selecting the most appropriate positioning strategies for their brands in high‐involvement markets such as the automobile market.

The study sheds initial light on the overall relative effectiveness of major positioning strategies. The study differentiates itself from existing studies by focusing on the conceptually most prominent positioning strategies, a different dependent variable, and employing real‐life brands and advertisements.

This study aims to explore how cocreated brand meaning builds and affects dynamic brand positioning in a hyperconnected world.

The authors conducted a qualitative study of Casarte, a high-end appliance brand, as an instrumental case for conceptualizing and theorizing. This study constructs a matrix of dynamic brand positioning as the key analysis framework using in-depth interview data, firm materials and user-generated content from online brand communities.

The matrix of dynamic brand positioning has two dimensions: brand core and peripheral meaning, and firm- and customer-led orientation. The interaction between the firm and its customers strengthens the understanding of a brand’s core meaning and consistency perception, expands the scope of brand peripheral meaning and improves the perception of brand meaning diversity. The mutual transformation of the ambidexterity of core and peripheral meanings facilitates the dynamic positioning of brands.

This study is a qualitative case study; the relevant conclusions have not been tested empirically. If longitudinal data of actual tracking support the effect of dynamic brand positioning, the theory’s reliability can be more rigorously tested.

It provides managerial logic and a tool for firms to practice dynamic brand positioning in a hyperconnected world, which contributes to the implementation of the emerging firm-customer synergistic strategy.

This study proposes a construct of dynamic brand positioning supported by qualitative evidence. It disputes the traditional view that brand positioning is determined by the perception of core meaning consistency and creatively puts forward the view that brand positioning evolves dynamically with the mutual transformation of the ambidexterity of brand core meaning and peripheral meaning.