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| Author: | Attia, S. T. Hooley, G. |
| Title: | The role of resource in achieving target competitive positions |
| Journal: | Journal of Strategic Marketing
2007 : MAY-JUL, VOL. 15:2-3, p. 91-120 |
| Index terms: | competition resources |
| Language: | eng |
| Abstract: | To target effective positions for its products and services, a firm needs to decide on the market segment as well ase the differential advantage it will emphasise. Empirical research on positioning has received little attention until recently, while substantial insight has been gained with respect to the concept of competetive positioning. This article focuses on product competitive positioning in over-the-counters (OTC) pharmaceuticals in the British market. The results show that certain resources underspin specific competitive positions. |
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