IDEAS home Printed from https://ideas.repec.org/a/jfr/ijba11/v4y2013i1p46-52.html

Approaches for Generating and Evaluating Product Positioning Strategy

Author

Listed:
  • Oghojafor Ben Akpoyomare
  • Ladipo Patrick Kunle Adeosun
  • Rahim Ajao Ganiyu

Abstract

Product positioning has been an important part of marketing since companies began to recognize the relevance of having control over their image. It is also a way of influencing consumer perception and purchase decisions as well as to satisfy corporate sales objectives. Developing an appropriate ¡®product positioning strategy¡¯ is usually influenced by such factors as the competitive marketplace, specific corporate goals, and organizational strengths. Once established, it has typically become a posture that influence and direct marketing communications. This paper investigates the approaches for generating and evaluating product positioning strategy, using descriptive research approach. The paper concludes that positioning is applicable to products in the broadest sense. However, Institutions, Organizations or even Countries can benefit from a well developed positioning strategy that focuses on a niche that is unoccupied in the mind of the consumer.

Suggested Citation

  • Oghojafor Ben Akpoyomare & Ladipo Patrick Kunle Adeosun & Rahim Ajao Ganiyu, 2013. "Approaches for Generating and Evaluating Product Positioning Strategy," International Journal of Business Administration, International Journal of Business Administration, Sciedu Press, vol. 4(1), pages 46-52, January.
    • Handle: RePEc:jfr:ijba11:v:4:y:2013:i:1:p:46-52
    as

    Download full text from publisher

    File URL: http://www.sciedu.ca/journal/index.php/ijba/article/view/2257/1251
    Download Restriction: no
    File URL: http://www.sciedu.ca/journal/index.php/ijba/article/view/2257
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. John R. Hauser & Steven M. Shugan, 2008. "Defensive Marketing Strategies," Marketing Science, INFORMS, vol. 27(1), pages 88-110, 01-02.
    2. Yoram Wind & Thomas L. Saaty, 1980. "Marketing Applications of the Analytic Hierarchy Process," Management Science, INFORMS, vol. 26(7), pages 641-658, July.
    3. Aaker, David A. & Shansby, J. Gary, 1982. "Positioning your product," Business Horizons, Elsevier, vol. 25(3), pages 56-62.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Reza Banai, 2010. "Evaluation of land use-transportation systems with the Analytic Network Process," The Journal of Transport and Land Use, Center for Transportation Studies, University of Minnesota, vol. 3(1), pages 85-112.
    2. Polo, Yolanda & Sese, F. Javier & Verhoef, Peter C., 2011. "The Effect of Pricing and Advertising on Customer Retention in a Liberalizing Market," Journal of Interactive Marketing, Elsevier, vol. 25(4), pages 201-214.
    3. Pishchulov, Grigory & Trautrims, Alexander & Chesney, Thomas & Gold, Stefan & Schwab, Leila, 2019. "The Voting Analytic Hierarchy Process revisited: A revised method with application to sustainable supplier selection," International Journal of Production Economics, Elsevier, vol. 211(C), pages 166-179.
    4. Seung-Jin Han & Won-Jae Lee & So-Hee Kim & Sang-Hoon Yoon & Hyunwoong Pyun, 2022. "Assessing Expected Long-term Benefits for the Olympic Games: Delphi-AHP Approach from Korean Olympic Experts," SAGE Open, , vol. 12(4), pages 21582440221, December.
    5. Kamila Hodasová & Dávid Krčmář & Ivana Ondrejková, 2025. "Satellite-based drought assessment: integrating AHP method and fuzzy logic for comprehensive vulnerability and risk analysis," Natural Hazards: Journal of the International Society for the Prevention and Mitigation of Natural Hazards, Springer;International Society for the Prevention and Mitigation of Natural Hazards, vol. 121(10), pages 11609-11632, June.
    6. Seyed Rakhshan & Ali Kamyad & Sohrab Effati, 2015. "Ranking decision-making units by using combination of analytical hierarchical process method and Tchebycheff model in data envelopment analysis," Annals of Operations Research, Springer, vol. 226(1), pages 505-525, March.
    7. V. Srinivasan & G. Shainesh & Anand K. Sharma, 2015. "An approach to prioritize customer-based, cost-effective service enhancements," The Service Industries Journal, Taylor & Francis Journals, vol. 35(14), pages 747-762, October.
    8. Mónica García-Melón & Blanca Pérez-Gladish & Tomás Gómez-Navarro & Paz Mendez-Rodriguez, 2016. "Assessing mutual funds’ corporate social responsibility: a multistakeholder-AHP based methodology," Annals of Operations Research, Springer, vol. 244(2), pages 475-503, September.
    9. T. Tony Ke & Jiwoong Shin & Jungju Yu, 2023. "A Model of Product Portfolio Design: Guiding Consumer Search Through Brand Positioning," Marketing Science, INFORMS, vol. 42(6), pages 1101-1124, November.
    10. Luis Pérez-Domínguez & Luis Alberto Rodríguez-Picón & Alejandro Alvarado-Iniesta & David Luviano Cruz & Zeshui Xu, 2018. "MOORA under Pythagorean Fuzzy Set for Multiple Criteria Decision Making," Complexity, Hindawi, vol. 2018, pages 1-10, April.
    11. Paul L. G. Vlek & Asia Khamzina & Hossein Azadi & Anik Bhaduri & Luna Bharati & Ademola Braimoh & Christopher Martius & Terry Sunderland & Fatemeh Taheri, 2017. "Trade-Offs in Multi-Purpose Land Use under Land Degradation," Sustainability, MDPI, vol. 9(12), pages 1-19, November.
    12. A. Yeşim Orhun & Sriram Venkataraman & Pradeep K. Chintagunta, 2016. "Impact of Competition on Product Decisions: Movie Choices of Exhibitors," Marketing Science, INFORMS, vol. 35(1), pages 73-92, January.
    13. Kumar B, Pradeep, 2021. "Changing Objectives of Firms and Managerial Preferences: A Review of Models in Microeconomics," MPRA Paper 106967, University Library of Munich, Germany, revised 13 Mar 2021.
    14. Toshihiro Matsumura & Noriaki Matsushima, 2010. "Patent licensing, bargaining, and product positioning," ISER Discussion Paper 0775, Institute of Social and Economic Research, The University of Osaka.
    15. Greco, Salvatore & Ishizaka, Alessio & Tasiou, Menelaos & Torrisi, Gianpiero, 2018. "σ-µ efficiency analysis: A new methodology for evaluating units through composite indices," MPRA Paper 83569, University Library of Munich, Germany.
    16. Anirban Mukhopadhyay & Sugata Hazra & Debasish Mitra & C. Hutton & Abhra Chanda & Sandip Mukherjee, 2016. "Characterizing the multi-risk with respect to plausible natural hazards in the Balasore coast, Odisha, India: a multi-criteria analysis (MCA) appraisal," Natural Hazards: Journal of the International Society for the Prevention and Mitigation of Natural Hazards, Springer;International Society for the Prevention and Mitigation of Natural Hazards, vol. 80(3), pages 1495-1513, February.
    17. Chamoli, Sunil, 2015. "Hybrid FAHP (fuzzy analytical hierarchy process)-FTOPSIS (fuzzy technique for order preference by similarity of an ideal solution) approach for performance evaluation of the V down perforated baffle roughened rectangular channel," Energy, Elsevier, vol. 84(C), pages 432-442.
    18. H. S. C. Perera & W. K. R. Costa, 2008. "Analytic Hierarchy Process for Selection of Erp Software for Manufacturing Companies," Vision, , vol. 12(4), pages 1-11, October.
    19. Juuso Pajasmaa & Kaisa Miettinen & Johanna Silvennoinen, 2025. "Group Decision Making in Multiobjective Optimization: A Systematic Literature Review," Group Decision and Negotiation, Springer, vol. 34(2), pages 329-371, April.
    20. G. La Scalia & F.P. Marra & J. Rühl & R. Sciortino & T. Caruso, 2016. "A fuzzy multi-criteria decision-making methodology to optimise olive agro-engineering processes based on geo-spatial technologies," International Journal of Management and Decision Making, Inderscience Enterprises Ltd, vol. 15(1), pages 1-15.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:jfr:ijba11:v:4:y:2013:i:1:p:46-52. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Jenny Zhang (email available below). General contact details of provider: http://ijba.sciedupress.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.