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| Author: | Blankson, C. (et al.) |
| Title: | Impact of positioning strategies on corporate performance |
| Journal: | Journal of Advertising Research
2008 : MAR, VOL. 48:1, p. 106-122 |
| Index terms: | advertising positioning consumers market share rate of return corporate image |
| Language: | eng |
| Abstract: | The idea of this paper is to discuss the relation between positioning and firm performance. A postal survey was used to collect data for testing research hypotheses. The questions concerned the adoption of position strategies, corporate performance and information about the firm. The findings reveal that there is a connection between positioning strategy and the success of the firm. Also five identified subpositioning strategies are presented. |
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