Introduction -- Positioning strategies for branding services in BoPM -- Marketing mix strategies for service brands in BoPM in Africa -- Positioning strategies and positioning activities of upscale retailers in BoPM in Africa -- Social networks and relationships for positioning micro and small...

Introduction -- Positioning strategies for branding services in BoPM -- Marketing mix strategies for service brands in BoPM in Africa -- Positioning strategies and positioning activities of upscale retailers in BoPM in Africa -- Social networks and relationships for positioning micro and small...

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...

Tests the relevance of positioning within the domain of business marketing through the application of a new typology of positioning strategies. The proposed typology is tested in a well‐established market sector which is characterised by commodity products and consequently the research deals...

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...