Impact of Positioning Strategies on Corporate Performance

In spite of the importance of positioning in advertising research and practices and the documented assertion that positioning positively affects profitability and long-term success of the firm, to date, extant research has largely overlooked empirical research aimed at examining the impact of positioning strategies on firm performance such as sales, profits, ROI, market share, consumers' perceptions, etc.

Impact of Positioning Strategies on Corporate Performance

Charles BlanksonUniversity of North TexasStavros P. KalafatisKingston UniversityJulian Ming-Sung ChengNational Central UniversityCostas HadjicharalambousState University

INTRODUCTION

That the concept...

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