TY  - EJOU
AU  - 
T1  - Differentiation and Positioning Strategy: A Toss of the Same Coin
T2  - International Journal of Management and Sustainability

PY  - 2012
VL  - 1
IS  - 2
SN  - 2306-0662

AB  - 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.
KW  - Positioning
KW  - differentiation
KW  - strategy
KW  - product
KW  - consumer perception
KW  - positioning statement
KW  - buying behavior.   
DO  -