Explaining and Evaluating the Strategic Positioning Adopted for Economic Company

Abstract

The aim of this research is to analyze the strategic positioning adopted by Nowdar Company and to identify the main factors which might have a significant influence on the adoption of physical and perceptual positioning strategies by a firm. Data were collected by distributing a questionnaire among Nowdar Company personnel. The paper considers six firm-specific characteristics which can be associated with the adoption of physical and perceptual positioning strategies which include: technical characteristics, physical characteristics, objective criteria, paying attention to customers’ needs, perceptual characteristics, and subjective criteria. Results show that there is a positive association between technical characteristics and physical positioning, a positive association between subjective criteria and perceptual positioning, a significant relationship between physical positioning and strategic positioning, and a significant relationship between perceptual positioning and strategic positioning.

Keywords

• physical positioning
• perceptual positioning
• commercial and marketing strategies