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 …

positioning strategies of service brands, and to establish whether there is evidence of congruence/fit between managerial … decisions, adopted communications and target audience perceptions of positioning strategies of the brands. The relative … corresponding positioning messages. The findings also show that fit or congruence between managerial decision and communicated …

In recent years, increasing attention has been paid to positioning and, more specifically, positioning of service … 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 …