Culture and Positioning as Determinants of Strategy: Personality and the Business Organization

Abstract

This book offers an alternative to the traditional process of segmentation, targeting and positioning, highlighting some important implications for management and marketing practitioners as well as academics. Strategic positioning is the assertion of an organization's personality on decisions of how and where to compete. Operational positioning is an exercise in communication that concentrates on perception and image. The book suggests that the principal drivers of strategic positioning play a fundamental role in the determination of strategy at all levels and play a pivotal role in differentiating competitors and generating competitive advantage. In particular, strategic positioning requires awareness and sometimes adjustment and changes in an organization's culture rather than just the cosmetic approach sometimes sought through promotion, advertising and communications plans.

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