Culture and positioning as determinants of strategy: personality and the business organization

Ellson, Tony John 2004. Culture and positioning as determinants of strategy: personality and the business organization. Basingstoke, UK: Palgrave Macmillan.

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Abstract

This book offers an alternative to the traditional process of segmentation, targeting and positioning, highlighting some important implications for management and marketing practitioners as well as academics. Strategic positioning is the assertion of an organization's personality on decisions of how and where to compete. Operational positioning is an exercise in communication that concentrates on perception and image. The book suggests that the principal drivers of strategic positioning play a fundamental role in the determination of strategy at all levels and play a pivotal role in differentiating competitors and generating competitive advantage. In particular, strategic positioning requires awareness and sometimes adjustment and changes in an organization's culture rather than just the cosmetic approach sometimes sought through promotion, advertising and communications plans.

Item Type:	Book
Book Type:	Authored Book
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics)
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HM Sociology
Publisher:	Palgrave Macmillan
ISBN:	9781403917515
Related URLs:	Publisher
Last Modified:	19 Mar 2016 22:56
URI:	https://orca.cardiff.ac.uk/id/eprint/32267

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