An Empirical Investigation of Factors Influencing the Development of Positioning Strategy | Zendy

Irfan Butt | Zendy; Uma Kumar | Zendy

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An Empirical Investigation of Factors Influencing the Development of Positioning Strategy

Author(s) -

Irfan Butt,

Uma Kumar

Publication year - 2017

Publication title -

procedia computer science

Language(s) - English

Resource type - Journals

SCImago Journal Rank - 0.334

H-Index - 76

ISSN - 1877-0509

DOI - 10.1016/j.procs.2017.11.416

Subject(s) - dynamism , computer science , context (archaeology) , sample (material) , set (abstract data type) , control (management) , orientation (vector space) , process management , market orientation , empirical research , product (mathematics) , marketing , business , artificial intelligence , paleontology , philosophy , chemistry , physics , geometry , mathematics , epistemology , chromatography , quantum mechanics , biology , programming language

This study empirically tests a comprehensive set of relevant factors taken into consideration by the firms while developing positioning strategy, some of them for the first time in this context, and subsequently examines the impact of positioning strategy on firm’s financial and non-financial performance. The positioning strategy is posited to be influenced by customer orientation, competitor orientation, innovation orientation, environmental dynamism, and marketing capability. Product life cycle and industry environment serve as control variables in hierarchical regression. The findings of this study are based on a sample of top management of 194 manufacturing concerns from Canadian technology sector.

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