Since its conception over 60 years ago by Frederick in 1934, the concept of segmentation has gained increasing importance, in both the consumer and the business domains. Examination of research within the latter domain indicates that, although considerable amounts of research have been carried...

Purpose: Grounded in regulatory mode theory (RMT), this study aims to investigate the impact of managers’ orientation for action (locomotion and assessment) in business-to-business positioning decision-making. Design/methodology/approach: Data are collected using a scenario-based experimental...

In recent years, increasing attention has been paid to positioning and, more specifically, positioning of service brands. This is so because of the unique characteristics of services. Although some authors argue that there are no marked differences between positioning in services and that of...

Purpose – The purpose of this paper is to provide a systematic examination of the importance of trust‐developing constructs and the impact of trust on long‐term orientation within the small and medium‐sized enterprises (SME) domain. Design/methodology/approach – A theoretically...

Purpose – This article aims to examine positioning strategies of international and multicultural‐oriented service brands. Design/methodology/approach – Following review of the literature and pilot study, three main populations (executives and experts, companies' marketing communications,...