Readiness for competitive positioning: A managerial checklist

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
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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.
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