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Differentiation and Positioning Strategy: A Toss of the Same Coin

Author

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

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.

Suggested Citation

  • Oghojafor Ben Akpoyomare & Ladipo Patrick Kunle Adeosun & Rahim Ajao Ganiyu, 2012. "Differentiation and Positioning Strategy: A Toss of the Same Coin," International Journal of Management and Sustainability, Conscientia Beam, vol. 1(2), pages 53-65.
    • Handle: RePEc:pkp:ijomas:v:1:y:2012:i:2:p:53-65:id:915
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