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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


Abstract:

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

Keywords:

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

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