نوع مقاله : پژوهشی
نویسندگان
1 گروه مدیریت بازرگانی دانشکده مدیریت و حسابداری دانشگاه شهیدبهشتی، تهران، ایران
2 مدیر هسته پژوهشی موقعیتیابی استراتژیک بنگاههای اقتصادی دانشگاه شهید بهشتی
3 عضو هیئت علمی دانشگاه شهید بهشتی
4 دانشجوی دکتری مدیریت بازرگانی دانشگاه تهران
چکیده
کلیدواژهها
عنوان مقاله [English]
نویسندگان [English]
The aim of this research is to analyze the strategic positioning adopted by Nowdar Company and to identify the main factors which might have a significant influence on the adoption of physical and perceptual positioning strategies by a firm. Data were collected by distributing a questionnaire among Nowdar Company personnel. The paper considers six firm-specific characteristics which can be associated with the adoption of physical and perceptual positioning strategies which include: technical characteristics, physical characteristics, objective criteria, paying attention to customers’ needs, perceptual characteristics, and subjective criteria. Results show that there is a positive association between technical characteristics and physical positioning, a positive association between subjective criteria and perceptual positioning, a significant relationship between physical positioning and strategic positioning, and a significant relationship between perceptual positioning and strategic positioning.
کلیدواژهها [English]