Purpose – In 1921, Alfred P. Sloan developed an extensive repositioning strategy that was instrumental to General Motors' success over the decades that followed. This paper aims to provide a review of the development and evolution of this strategy and how the later deviation from this strategy...

Purpose: The purpose of this paper is to examine the relationship between country-of-origin (COO) and brand positioning in the context of the high-involvement service of health care. This paper compares and analyzes different positioning strategies used in Europe, North America and the Middle...

Purpose: This paper aims to contribute industrial marketing literature by examining the relationship between market orientation and performance based on multiple perspectives and measures. Although the relationship between market orientation and firm performance has been examined in prior...