Contact Us

For Marketing, Sales and Subscriptions Inquiries
2637 E Atlantic Blvd #43110
Pompano Beach, FL 33062

Conference List

International Journal of Management and Sustainability

December 2012, Volume 1, 2, pp 53-65

Differentiation and Positioning Strategy: A Toss of the Same Coin

Oghojafor Ben Akpoyomare


Ladipo Patrick Kunle Adeosun


Rahim Ajao Ganiyu

Oghojafor Ben Akpoyomare 1 Ladipo Patrick Kunle Adeosun 1 Rahim Ajao Ganiyu 1 

  1. Department of Business Administration University of Lagos, Lagos, Nigeria 1


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.

Contribution/ Originality


Positioning, differentiation, strategy, product, consumer perception, positioning statement, buying behavior.   


  1. Aaker, D.A. and E. Joachimsthaler, 2000. Brand leadership, new york. Free Press.
  2. Alden, D., J.B. Steenkamp and R. Bantra, 1999. Brand positioning through advertising in asia, north america, and europe: The role of global consumer culture. Journal of Marketing(63): 75-87.
  3. Alpert, L. and R. Gatty, 1969. Product positioning by behavioural life styles. Journal of Marketing, 33(2): 65-69.
  4. Ampuero O.V.N., 2006. Consumer perceptions of product packaging. Consumer Journal, 23(2): 100 – 112.
  5. Barone, M.J. and T.E. DeCarlo, 2003. Emerging forms of competitive advantage: Implications for agricultural producers. Midwest Agribusiness Trade Research and Information Center Research Paper 03-MRP 5.
  6. Browning, K., Edgar and A.Z. Mark, 2003. Microeconomics: Theory and applications. 8th Edn.: John Wiley and Sons.
  7. Carroll, J.D. and P. Green, 1997. Psychometric methods in marketing research: Part ii, multidimensional scaling. Journal of Marketing Research(34): 193-204.
  8. Chew, C.P., 2005. Strategic marketing planning and positioning in voluntary non-profit organizations: Empirical findings and implications for british charitable organizations. Policy Studies and Services Management Group.
  9. Crawford, F. and R. Mathews, 2001. The myth of excellence: Why great companies never try to be the best at everything,. Crown Business.
  10. Green, P., A. Wind and P. Kreiger Saatsoglou, 2000. Applying quantitative data. Marketing Research, , 12(17-25).
  11. Harris, H., 2001. Content analysis of secondary data: A study of courage in managerial decision making. Journal of Business Ethics, 34(3/4): 191-208
  12. Herman, M., 2004. Strategic differentiation for competitive advantage - creating your 'unique success formula. In-house Seminars and Workshops.
  13. Hooley, G., A. Broderick and K. Moller, 1998. Competitive positioning and the resource based view of the firm. Journal of Strategic Marketing, 6(2): 97-115.
  14. Kotler, P. and A.R. Andreasen, 1996. Strategic marketing for non-profit organizations. Prentice-Hall, Upper Saddle River, New Jersey.
  15. Kotler, P. and G. Armstrong, 2006. Principles of marketing. 11th Edn.: Prentice Hall.
  16. Kotler, P. and K.L. Keller, 2006. Marketing management. 12th Edn.: Upper Saddle River: Prentice-Hall.
  17. Ladipo, P.K.A., 2008. A critical appraisal of the explanatory power of partial consumer behavior models. Babcock Journal of Management and Social Sciences, 6(2): 118-129.
  18. Lane, D. and A. Suttcliffe, 2006. Brand extensions in confectionery: The mars delight. The Marketing Review, 6(1): 85 – 102.
  19. Lewis, H. and C. Nelson, 1998. The handbook of advertising 4th Edn.: NTC Business Books.
  20. Lovelock, C., S. Vandermerwe and B. Lewis, 1996. Services marketing: A european perspective. Prentice-Hall, Upper Saddle Road, NJ.
  21. Lovelock, L. and C. Weinberg, 1989. Public and nonprofit marketing The Scientific Press.
  22. Mas-Colell, A., W. Michael and G. Jerry, 1995. Microeconomic theory. New York: Oxford University Press.
  23. Mueller, B., 1987. Reflections of culture: An analysis of japanese and american advertising appeals. Journal of Advertising Research, 27(3): 51–59.
  24. Myers, J., 1996. Segmentation and positioning for strategic marketing decisions, - chicago. American Marketing Association.
  25. Perloff, J.M., 2004. Microeconomics. 3rd Edn.: Pearson Addison-Welsey.
  26. Pindyck, R.S. and L.R. Daniel, 2005. Microeconomics. Upper Saddle River, N.J.: Prentice Hall.
  27. Porter, M., 1980. Competitive strategy. New York: The Free Press.
  28. Porter, M., 1991. Towards a dynamic theory of strategy. Strategic Management Journal, 12(4): 95- 117.
  29. Rao, A. and K. Monroe, 1989. The effect of price, brand name, and store name on buyers' perception of product quality: An integrative review. Journal of Marketing Research, 26(1351-357).
  30. Ries, A. and L. Ries, 2004. The origin of brands. 1st Edn., NY: Harper Collins, NY.
  31. Ries, A. and J. Trout, 1972. Positioning cuts through chaos in the marketplace. Advertising 52-60.
  32. Ries, A. and J. Trout, 1981. Positioning: The battle for your mind. Warner book New York: Mc Graw Hill.
  33. Ries, A. and J. Trout, 2001. Positioning: The battle for your mind. 20th Edn.: Boston:McGraw-Hill.
  34. Schutt, R., 2006. Investigating the social world. Sage Publications.
  35. Spear, S. and H.K. Bowen, 1999. Decoding the DNA of the toyota production system. Harvard Business Review, 77(5): 96-106.
  36. Varian, H.R., 2003. Intermediate microeconomics: A modern approach. 6th Edn., New York: W.W. Norton.


Google Scholor ideas Microsoft Academic Search bing Google Scholor


Competing Interests:


Related Article