Readiness for competitive positioning: A managerial checklist

O'Rourke, A; Burke, S

Readiness for competitive positioning: A managerial checklist

O'Rourke, A Burke, S

Permalink

Publisher:: ANZMAC
Publication Type:: Conference Proceeding
Citation:: Proceedings of the Australian and New Zealand Marketing Academy Conference, 2007, pp. 532 - 538
Issue Date:: 2007-01

Open Access

Copyright Clearance Process

Recently Added
In Progress
Open Access

This item is open access.

Adobe PDF

Download full textAdobe PDF (165.39 kB)

View statistics

Full metadata record

Field	Value	Language
dc.contributor.author	O'Rourke, A	en_US
dc.contributor.author	Burke, S	en_US
dc.contributor.editor	Thyne, M	en_US
dc.contributor.editor	Deans, KR	en_US
dc.date	2007-12-03	en_US
dc.date.issued	2007-01	en_US
dc.identifier.citation	Proceedings of the Australian and New Zealand Marketing Academy Conference, 2007, pp. 532 - 538	en_US
dc.identifier.uri	http://hdl.handle.net/10453/11484
dc.description.abstract	Competitive positioning is improved by following best practices regarding analysis of competition, consumers, industry dynamics, SBU capabilities, market deliverables and fit, and profit potential of various positions. Only then can positions be identified that are relevant, worthwhile, achievable and defendable. Literature acknowledges the process requirements but few management tools are available to aid in this task. This paper proposes a readiness checklist that helps insure best practices are followed and is a precursor to development of a positioning readiness scale. In addition, a structural equation model is proposed to assess the overall and component-based effects of using the elements in the checklist on achieving strong market positions.	en_US
dc.publisher	ANZMAC	en_US
dc.relation.ispartof	Proceedings of the Australian and New Zealand Marketing Academy Conference	en_US
dc.relation.ispartof	Australian and new Zealand Marketing Academy Conference	en_US
dc.title	Readiness for competitive positioning: A managerial checklist	en_US
dc.type	Conference Proceeding
utslib.location	Dunedin, New Zealand	en_US
utslib.location.activity	Dunedin, New Zealand	en_US
utslib.for	150503 Marketing Management (incl. Strategy and Customer Relations)	en_US
dc.location.activity	Dunedin, New Zealand	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Strength - CENSOC - Study of Choice
pubs.organisational-group	/University of Technology Sydney/Strength - CMOS - Centre for Management and Organisation Studies
utslib.copyright.status	open_access
pubs.consider-herdc	false	en_US
pubs.place-of-publication	Dunedin, New Zealand	en_US
pubs.start-date	2007-12-03	en_US

Abstract:

Competitive positioning is improved by following best practices regarding analysis of competition, consumers, industry dynamics, SBU capabilities, market deliverables and fit, and profit potential of various positions. Only then can positions be identified that are relevant, worthwhile, achievable and defendable. Literature acknowledges the process requirements but few management tools are available to aid in this task. This paper proposes a readiness checklist that helps insure best practices are followed and is a precursor to development of a positioning readiness scale. In addition, a structural equation model is proposed to assess the overall and component-based effects of using the elements in the checklist on achieving strong market positions.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/11484