POSITIONING STRATEGIES: A LITERATURE REVIEW

Abstract

The concept “positioning” has drawn significant attention from academics and practitioners since it was put
forward, because it played an important role in marketing activities. The aim of the paper is to carry out a
contemporary and concise review of the positioning research domain, in particular how scholars have
approached this field of study, various positioning strategies have been studied, and how the studies are
designed. Through an iterative search in multiple literature databases, 46 qualified research studies on
positioning strategies were identified and retrieved. The study is based on research articles in English,
published in academic journals, which limits the international and professional scope of the study. Another
limitation is the selected time period, which does not include studies later than 2012. As a review, the main
contribution of this paper is a contemporary and comprehensive overview of the field as such.