Strategic Positioning


This concept reviews the formal and rational processes that can help organisations achieve the strategic positioning of their products and brands. It also addresses the success factors and implementation recommendations.

Technique Overview

Strategic Positioning

Strategic Positioning Definition

Strategic positioning is concerned with the way in which a business as a whole distinguishes itself in a valuable way from its competitors and delivers value to specific customer segments (Wickham, 2001: 230).

Strategic Positioning Description *

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Business Evidence

Strengths, weaknesses and examples of Strategic Positioning *

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Business Application

Implementation, success factors and measures of Strategic Positioning *

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Professional Tools

Strategic Positioning videos and downloads *

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Further Reading

Strategic Positioning web and print resources *

Strategic Positioning references (4 of up to 20) *

  • Baines, T., Kay, G., Adesola, S. and Higson, M. (2005) Strategic Positioning: An Integrated Decision Process for Manufacturers. International Journal of Operations and Production Management, Vol. 25(2), pp. 180-201.
  • Dahlen, M., Lange, F. and Smith, T. (2010) Marketing Communications. Wiley, West Sussex, UK.
  • Hamel, G. and Prahalad, C.K. (1989) Strategic Intent. Harvard Business Review, pp. 63-75, May-June.
  • Hill, C.W.L. and Jones, G.R. (2008) Strategic Management: An Integrated Approach. Houghton Mifflin Company, Boston, MA.

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