Driven by changes in the regulatory environment and pressures on product profitability, market segmentation is increasing in importance as a competitive weapon. However, still too much emphasis is being placed on descriptive studies which do not sufficiently explain differences in financial...

This paper describes a case application of SIMOPT, a product positioning model and decision support system.

Purpose – The purpose of this paper is to examine empirically the relationship between positioning strategies and bases of segmentation in international markets. Design/methodology/approach – A principal component analysis was conducted to determine the major macro‐ as well as...

Discusses several aspects of adaptive marketing as practised by one particular food company – Kraft General Foods. Considers the application of similar marketing ideas across the global marketplace, the revitalization of established businesses, and the application of new business systems to...

Purpose – The paper sets out to analyses the approach of Southern Italian regions in the way they are developing different types of tourist products. Design/methodology/approach – In an attempt to measure tour operator preferences that impact the offer features, the tour operators' profiles...

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...

Even when global players are increasingly dominating an industry, smaller competitors can win in local markets by paying attention to the different needs and expectations of their customers. The top‐down standardization of strategy adopted by many multinational consumer product companies can...