Competitive Positioning Strategies of Companies in Bosnia and Herzegovina and Their Effect on Business Performance

The paper attempts to offer answers related to the development of competitive positioning strategies in companies in Bosnia and Herzegovina, as well as to detect the effect of the factors under observation (market coverage, quality, price and advertising cost) on market positioning, that is, elements that affect a company's competitive advantage. According to these factors, the paper identifies and classifies three competitive positioning strategies and tests the effect of these strategies on performance.