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The Strategic Positioning of the Financial Banking Companies - Key Factor for Achieving Competitive Advantages


  • Gheorghe Ciobota


  • Argentina Velea



Through positioning strategy, the financial and banking organization aims to influence the perception of target audience on its offer by identifying ways of differentiation, which constitute the competitive advantage within the domain of activity which is also relevant to consumers, informing them effectively. The most important differentiation strategies that can be used by banks or insurance companies are based on operational excellence, strong relationship with our customers and the superiority of product supply and services. In the attempt to classify positioning strategies developed by banks, at least four strategic options may be considered: institutional positioning, positioning the range of products and services, positioning through the distribution system and bank staff and positioning according to identified market segment or segments. Other ways of positioning may result in studying the criteria considered in the selection of banking financial institutions by the customer.

Suggested Citation

  • Gheorghe Ciobota & Argentina Velea, 2015. "The Strategic Positioning of the Financial Banking Companies - Key Factor for Achieving Competitive Advantages," Knowledge Horizons - Economics, Faculty of Finance, Banking and Accountancy Bucharest,"Dimitrie Cantemir" Christian University Bucharest, vol. 7(1), pages 103-106, March.
  • Handle: RePEc:khe:journl:v:7:y:2015:i:1:p:103-106

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    References listed on IDEAS

    1. Javalgi, Rajshekhar G. & Armacost, Robert L. & Hosseini, Jamshid C., 1989. "Using the analytic hierarchy process for bank management: Analysis of consumer bank selection decisions," Journal of Business Research, Elsevier, vol. 19(1), pages 33-49, August.
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