Culture and Positioning As a Determinant Strategy: Personality and the Business Organization

Strategic positioning is the assertion of an organizations personality on decisions of how and where to compete, it determines competitive position in the market place and differentiates the offering to the market. Operational positioning is an exercise in communication that concentrates on perception and image that complements the role of strategic positioning. This book offers an alternative to the traditional process of segmentation, targeting and positioning, highlighting some important implications for management and marketing practitioners as well as academics.

TONY ELLSON is a lecturer in marketing and strategy at Cardiff Business School of Cardiff University. As a professional manager and industrial consultant holding executive board positions in European and UK companies over the past thirty years, he has extensive strategic and operational marketing experience. He strongly endorses an active partnership between academic scholars and practicing managers to achieve resonance between practice, research and theory.