| Автор | Chernatony, Leslie De |
| Автор | Daniels, Kevin |
| Автор | Johnson, Gerry |
| Дата выпуска | 1994 |
| dc.description | Questions are raised about the conventional, rational model of developing a competitive positioning strategy, in particular managers’ reliance on large amounts of information. It is argued that managers simplify their understanding of the competitive environment using mental models, based on a low number of firms, grouped to reflect their similarity. Doubts are raised about the extent to which suppliers’ and buyers’ perceptions of the competitive environment concur. Interviewing managers supplying oil pumps, along with contractors and end users, showed they all considered the competitive environment as consisting of a low number of firms. All simplified their appreciation through a categorization process, using a low number of evaluative dimensions to group similar competitors. Differences were consistently seen between suppliers and buyers. To develop more effective positioning strategies suppliers should surface their assumptions about competitors and compare these against buyers’ perceptions. |
| Формат | application.pdf |
| Издатель | Chapman & Hall |
| Копирайт | Copyright Taylor and Francis Group, LLC |
| Тема | competitive positioning |
| Тема | suppliers’ versus buyers’ perceptions |
| Название | Competitive positioning strategies mirroring sellers’ and buyers’ perceptions? |
| Тип | research-article |
| DOI | 10.1080/09652549400000012 |
| Electronic ISSN | 1466-4488 |
| Print ISSN | 0965-254X |
| Журнал | Journal of Strategic Marketing |
| Том | 2 |
| Первая страница | 229 |
| Последняя страница | 248 |
| Аффилиация | Chernatony, Leslie De; Open Business School, The Open University |
| Аффилиация | Daniels, Kevin; Cranfield School of Management, Cranfield University |
| Аффилиация | Johnson, Gerry; Cranfield School of Management, Cranfield University |
| Выпуск | 3 |
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