Search results
Results from the WOW.Com Content Network
The precise origins of the positioning concept are unclear. Cano (2003), Schwartzkopf (2008), and others have argued that the concepts of market segmentation and positioning were central to the tacit knowledge that informed brand advertising from the 1920s, but did not become codified in marketing textbooks and journal articles until the 1950s and 60s.
Positioning is an important marketing concept. The main purpose of positioning is often to create the right perceptions in comparison to competitors. Thus, it creates competitive advantage. This positioning, or competitive advantage, is based on creating the right "image" or "identity" in the minds of the target group. [14]
Positioning is the final stage in the 'STP' process and focuses on how the customer ultimately views your product or service in comparison to your competitors and is important in gaining a competitive advantage in the market. [12] Therefore, customer perceptions have a huge impact on the brands positioning in the market.
Underlying this search was the early recognition of the importance of leadership [32] and the assumption that leadership is rooted in the characteristics that certain individuals possess. This idea that leadership is based on individual attributes is known as the "trait theory of leadership".
Among key concepts in leadership development one may find: Experiential learning: Positioning the individual in the focus of the learning process, going through the four stages of experiential learning as formulated by David A. Kolb: Concrete experience. Observation and reflection. Forming abstract concepts. Testing in new situations.
If a firm is targeting customers in most or all segments of an industry based on offering the lowest price, it is following a cost leadership strategy; If it targets customers in most or all segments based on attributes other than price (e.g., via higher product quality or service) to command a higher price, it is pursuing a differentiation ...
Researchers interested in organizations and organizing meet in the context of numerous conferences and workshops: the Academy of Management Annual Conference (in particular the OMT division), the European Group for Organizational Studies (EGOS), the Asia Pacific conference on Research in Organization Studies (APROS), the American and European Conference on Organization Studies (LAEMOS), the ...
Leader development is described as one aspect of the broader process of leadership development (McCauley et al., 2010). Leadership development is defined as the expansion of a group's capacity to produce direction, alignment, and commitment (McCauley et al.), in contrast to leader development which is the expansion of a one's ability to be effective in leadership roles and processes.