Positioning strategies of international and multicultural‐oriented service brands

Positioning strategies of international and multicultural‐oriented service brands Purpose – This article aims to examine positioning strategies of international and multicultural‐oriented service brands. Design/methodology/approach – Following review of the literature and pilot study, three main populations (executives and experts, companies' marketing communications, and the target group of consumers) were examined. The methodology concerned triangulation research involving face‐to‐face long interviews, secondary data, content analysis and mail survey. Findings – The paper highlights that while no single positioning strategy is significant across the four card brands (Visa, MasterCard, Amex and Diners Club), “the brand name” positioning strategy appears to be the most preferred among Visa, MasterCard and Amex and not Diners Club. The findings also show that “top of the range” positioning strategy is favored among Amex and Diners Club card brands. However, “country of origin” positioning strategy is incompatible within the study setting. Research limitations/implications – Apart from the low response rate from survey of the general public, another limitation of this study is the concentration on a single sector of the services industry. The latter poses difficulties for generalization across all service brands. Practical implications – Service managers now have an insight into the positioning activities of the plastic card brand sector. These serve as building blocks and benchmarks for appreciating and operationalizing the concept of positioning – a research issue that is missing in the extant literature. Originality/value – This study is a step forward in the operationalization of the concept of positioning. The research also provides diagnosis of the congruence between management's presumed positioning strategies, firm's actual positioning practices and target group's perceptions of the positioning strategies. Without such knowledge, managers cannot expect to choose the best competitive options to defend or enhance their positions in the market place. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Services Marketing Emerald Publishing

Positioning strategies of international and multicultural‐oriented service brands

Loading next page...
 
/lp/emerald-publishing/positioning-strategies-of-international-and-multicultural-oriented-JQ2w0cjR0h
Publisher
Emerald Publishing
Copyright
Copyright © 2007 Emerald Group Publishing Limited. All rights reserved.
ISSN
0887-6045
D.O.I.
10.1108/08876040710818921
Publisher site
See Article on Publisher Site

Abstract

Purpose – This article aims to examine positioning strategies of international and multicultural‐oriented service brands. Design/methodology/approach – Following review of the literature and pilot study, three main populations (executives and experts, companies' marketing communications, and the target group of consumers) were examined. The methodology concerned triangulation research involving face‐to‐face long interviews, secondary data, content analysis and mail survey. Findings – The paper highlights that while no single positioning strategy is significant across the four card brands (Visa, MasterCard, Amex and Diners Club), “the brand name” positioning strategy appears to be the most preferred among Visa, MasterCard and Amex and not Diners Club. The findings also show that “top of the range” positioning strategy is favored among Amex and Diners Club card brands. However, “country of origin” positioning strategy is incompatible within the study setting. Research limitations/implications – Apart from the low response rate from survey of the general public, another limitation of this study is the concentration on a single sector of the services industry. The latter poses difficulties for generalization across all service brands. Practical implications – Service managers now have an insight into the positioning activities of the plastic card brand sector. These serve as building blocks and benchmarks for appreciating and operationalizing the concept of positioning – a research issue that is missing in the extant literature. Originality/value – This study is a step forward in the operationalization of the concept of positioning. The research also provides diagnosis of the congruence between management's presumed positioning strategies, firm's actual positioning practices and target group's perceptions of the positioning strategies. Without such knowledge, managers cannot expect to choose the best competitive options to defend or enhance their positions in the market place.

Journal

Journal of Services MarketingEmerald Publishing

Published: Sep 18, 2007

Keywords: Product positioning; Credit cards; Research methods; United Kingdom; Services; Financial services

References

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$360/year

Save searches from
Google Scholar,
PubMed

Create folders to
organize your research

Export folders, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month

PDF Discount

20% off