Strategic market environments

Graham J. Hooley, James E. Lynch, Roger W. Brooksbank, Jenny Shepherd
  • Journal of Marketing Management, January 1988, Taylor & Francis
  • DOI: 10.1080/0267257x.1988.9964066

Different approaches to Market positioning

What is it about?

This research was about finding the optimal marketing approach in different market and competitor environments. For example, considerations including industry maturity, entry and exit barriers and diversity of customer needs all have an influence on the marketing environment and hence the required strategic approach. However, competitor advantages are more likely to to be considered company specific and independent of the environment which is important for creating a unique USP.

Why is it important?

This research is important in enabling a better understanding of positioning businesses in a particular market environment and identifying a unique and enduring competitive advantage.

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The following have contributed to this page: Ms Jenny E A Shepherd