The Development of a Consumer/Customer-Derived Generic Typology of Positioning Strategies

Charles Blankson · Stavros P. Kalafatis

31 citations0/0 files storedThe Journal of Marketing Theory and Practice

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Marketing and Advertising Strategies Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing

Abstract

Review of the literature reveals that the task of consumer/customer derived positioning typologies appears to have been overlooked by marketing scholars. This study presents the initial results of an empirical study designed to develop a consumer/customer based generic typology of positioning strategies. The paper puts forward an instrument that could serve as the basis for further research into the operationalisation of positioning, and, in view of the fact that no additional items are needed, it is simple to use and will be attractive to practitioners. It concludes by providing managerial implications and directions for future research.

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References

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