Charles Blankson

Positioning strategies in business markets

Tests the relevance of positioning within the domain of business marketing through the application of a new typology of positioning strategies. The proposed typology is tested in a well‐established market sector which is characterised by commodity products and consequently the research deals with positioning as applied to actual companies rather than specific brands. Our results offer strong support as to the stability of the proposed typology and the relevance of the concept of positioning in business markets. The authors suggest that although business positioning is predominantly determined by hard criteria (e.g. product quality) and relationship building factors (e.g. personal contact), other considerations such as company structures (i.e. geographical coverage), breadth of offerings and degree of integration (i.e. location in the distribution chain), also play an important part. Finally, we offer support to the claim that, level of familiarity with a specific company is a contributing factor to perceptions of the pursued positioning strategies.

Marketing practices in the UK small business sector

In the UK, some 95 per cent of firms are considered small businesses. Although there is a general agreement in the literature that a market oriented firm is one in which all employees are committed to the continuous creation of superior value for the customer, what is not clear is whether the market orientation concept is appreciated by the small business owner. A postal survey is conducted among owner‐managers aimed at assessing marketing practices within the UK small business sector. The results identify three key strategies (management/staff relationship, profitability and changing markets) employed by owner‐managers. Conclusions, managerial implications and future research directions are discussed.

The Development and Validation of a Scale Measuring Consumer/Customer-Derived Generic Typology of Positioning Strategies

Despite the fact that positioning is considered by both academics and practitioners to be one of the key elements of modern marketing management, it is surprising to uncover a general paucity of consumer/customer-derived typologies of positioning strategies. This research presents the results of an empirical study that develops and validates a scale measuring consumer/customer based generic typology of positioning strategies. Eight distinct positioning factors/strategies emerged that were named (a) top of the range, (b) service, (c) value for money, (d) reliability, (e) attractiveness, (f) country of origin, (g) the brand name, and (h) selectivity. The reliability and validity of the scale was assessed using exploratory and confirmatory factor analyses. The scale has potential to serve as an instrument for the operationalisation of positioning strategies and given that no additional items are needed, it is simple to use. It concludes by providing managerial implications and directions for future research.

Issues and challenges in the positioning of service brands: a review

In recent years, increasing attention has been paid to positioning and, more specifically, positioning of service brands. This is so because of the unique characteristics of services. Although some authors argue that there are no marked differences between positioning in services and that of physical goods, the vast majority of marketing scholars believe that it is difficult to embark on positioning strategies in services. Sheds some light on this issue within the context and aims to contribute to the debate.

Succession Planning in SMEs An Empirical Analysis

This study reports the results from a survey of 368 family-owned small to medium size enterprises (SMEs) with regard to the importance, nature, and extent of succession planning. By categorizing SMEs according to their annual revenues, total number of employees, and number of family members employed within the firm, significant differences were found between larger and smaller firms. Consistent with extant literature, the findings reveal that most family members join the firm for altruistic reasons. Issues related to family relationships were rated as significantly more important in firms in which more family members were employed within the firm. Moreover, for firms with less than US

Marketing practices of African and Caribbean small businesses in London, UK

1m in revenues, a high priority is placed on selecting a successor who possesses strong sales and marketing skills. The findings show that regardless of their size, it is important for family-owned businesses to develop a formal plan for succession, communicate the identity of the successor, and provide training/mentoring to the incumbent CEO.

African culture and business markets: implications for marketing practices

Presents an assessment of the marketing practices among African and Caribbean small businesses in London. Findings reveal the patchy application of an adapted market orientation framework; also indicates “informal” marketing deliberations taking place and is consistent with Stokes and Blackburn’s assertion that marketing in the small business sector seems to be an informal and unplanned activity that relies on the intuition and energy of the owner‐manager. The study was undertaken in response to calls for marketing‐related research in this sector and the results provide valuable insights into the UK’s intercultural dynamics. The study reveals considerable degree of evenness between the ease or difficulty of securing bank loans. The paper concludes by drawing attention to managerial implications and future research directions.

Congruence between positioning and brand advertising

Purpose – This paper seeks to focus on the key underpinnings of African culture and its implications for business marketing practices.Design/methodology/approach – Using Kluckholn and Strodtbecks and Hofstedes conceptualizations as a backdrop, the paper provides a synoptic view and modal focus of African culture. Covered are the cultures implications for organizational behavior, buyer‐seller interactions, collaborative partnerships and negotiations.Findings – The study shows that African culture promotes the principle of reciprocity. In buyer‐seller interaction, respect for the elderly is an important guiding principle. In collaborative partnerships, preference is for the terms of the collaboration to be reached through consultation and consensus. The foreign company needs to pay attention to the softer issues surrounding the relationship and to send a high‐ranking employee‐team. In negotiations, long‐term relationship and win‐win outcome are preferred and encouraged.Research limitations/implications –...

The development of a consumer/customer-derived generic typology of positioning strategies

ABSTRACT The lack of comprehensive strategic positioning models capable of being employed by managers and advertising executives has given the impetus for this research. This study deals with the actual process of managing the concept of positioning. Using multiple research methodology, a conceptual positioning framework that is the composite of two extant positioning frameworks is formulated. The framework is subsequently operationalized in plastic card organizations (i.e., credit card, charge card, store card, and debit card industries). From the findings, this article puts forward managerial guidelines and, in the process, reveals that plastic card organizations pursue two key positioning aims (profit and market share; profit and status) and, to an extent, “profit and cobranding.” The research also uncovers two main positioning objectives, namely, “functional” and “symbolic” employed by plastic card brands. Furthermore, the study finds that six card brands are managed within two broad life cycle stages (fortification and membership) while “deposition” and “fallow” are pursued by two card brands. “The Brand Name” strategy is the most popular positioning strategy utilized in the study setting. Discussion and managerial guidelines, conclusions, limitations, and recommendations for future research are also discussed.

Relationalism in marketing channels and marketing strategy

Review of the literature reveals that the task of consumer/customer derived positioning typologies appears to have been overlooked by marketing scholars. This study presents the initial results of an empirical study designed to develop a consumer/customer based generic typology of positioning strategies. The paper puts forward an instrument that could serve as the basis for further research into the operationalisation of positioning, and, in view of the fact that no additional items are needed, it is simple to use and will be attractive to practitioners. It concludes by providing managerial implications and directions for future research.