Chapter

Pricing and Positioning, 2

John Kay

in Foundations of Corporate Success

Published in print April 1995 | ISBN: 9780198289883
Published online November 2003 | e-ISBN: 9780191718205 | DOI: http://dx.doi.org/10.1093/019828988X.003.0015
 Pricing and Positioning, 2

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Successful companies must strive for stable competitive environments that can be the result of factors such as product homogeneity, stability of cost/demand conditions and limited number of sellers. In this context, product/company positioning ought to be the result of not only the distinctive capabilities of the company but also that of the competitive dynamics.

Keywords: competition; competitive strategy; corporate success; cost; demand; distinctive capabilities; positioning; pricing; product differentiation

Chapter.  6375 words.  Illustrated.

Subjects: Microeconomics

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