Differentiation and Positioning Strategy: A Toss of the Same Coin

Oghojafor Ben Akpoyomare, Ladipo Patrick Kunle Adeosun and Rahim Ajao Ganiyu

International Journal of Management and Sustainability, 2012, vol. 1, issue 2, 53-65

Abstract: The increasing rate of the incidence of globalization of market, and the attendant intense competition amongst local business organizations in rapidly developing economies has taken a shift from price competition strategy (to avoid price war) to non-price competition strategy in terms of product/service differentiation and positioning to achieve the same objectives of preventing declining sales-turnover, profitability, and market-share and by extension secure market/competitive advantage over competitors. Differentiation and positioning have each been separately discussed in marketing literature; however, this paper represents an attempt to view same as a toss of the same coin.

Keywords: Positioning; Differentiation; Strategy; Product; Consumer perception; Positioning statement; Buying behavior (search for similar items in EconPapers)
Date: 2012
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