2007
DOI: 10.1300/j156v08n01_05
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Testing a Newly Developed Typology of Positioning Strategies in South Africa

Abstract: This paper tests the application of a newly developed typology of positioning strategies in South Africa. Following content analyses of firms' (domestic and foreign) advertisements (e.g., Daihatsu, MARMIC Used Spares, First National Bank, South African Airways, LAPTOP Technologies (PTY) LTD., First Bowring Insurance Brokers, Lucent Technologies, Grinaker Telecom, Sanlam Properties, Mitsubishi, e-TV, M-Net), the study reveals that firms operating in South Africa tend to focus mainly on branding activities (i.e.… Show more

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Cited by 4 publications
(10 citation statements)
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References 63 publications
(103 reference statements)
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“…The best internationally recognized brands are also dominant in their markets (Coca‐Cola with soft drink), market leaders (BMW in car manufacturing), and pioneers (Ryanair in low‐cost air travel). Branding as a positioning strategy capable of offering competitive advantage is reinforced by other studies in the United Kingdom and in South Africa (Blankson, ; Blankson & Kalafatis, , , ). The implication for service organizations is to find avenues of effective branding in order to improve on the possibility of achieving a competitive advantage.…”
Section: Discussionmentioning
confidence: 84%
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“…The best internationally recognized brands are also dominant in their markets (Coca‐Cola with soft drink), market leaders (BMW in car manufacturing), and pioneers (Ryanair in low‐cost air travel). Branding as a positioning strategy capable of offering competitive advantage is reinforced by other studies in the United Kingdom and in South Africa (Blankson, ; Blankson & Kalafatis, , , ). The implication for service organizations is to find avenues of effective branding in order to improve on the possibility of achieving a competitive advantage.…”
Section: Discussionmentioning
confidence: 84%
“…The key contribution of the research is in the development of an empirically based positioning typology from a developing country perspective, reflecting the dynamics of sociocultural, economic, and technological conditions of the research setting. It is also to be seen as a response to calls by researchers (Blankson, ; Blankson & Kalafatis, ; Mpoyi et al, ) of the need for competitive strategies that consider the environmental needs of sub‐Saharan Africa. Without this, Western derived typologies will need to be adapted (Blankson & Kalafatis, ) for use in sub‐Saharan Africa.…”
Section: Resultsmentioning
confidence: 99%
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“…Despite this however there has been limited research in the context of Sub-Saharan Africa. The empirical studies that have been undertaken have overwhelmingly focused upon Europe and North America (Blankson, 2007). This is despite the fact that, in the post-apartheid era, marketing practices have become increasingly important.…”
Section: Introductionmentioning
confidence: 99%