Exploring and Evaluating the Effects of Strategic Positioning on Firms Performance with Regard to Physical and Perceptual Positioning

Abstract

Purpose - The purpose of this paper is to analyze the strategic positioning in door manufacturing industries operating in Iran and to identify the main factors which may have significant influence on the adoption of a physical and perceptual positioning strategy by a firm.

Design/ Methodology/ Approach - The paper considers six firm-specific characteristics which can be associated with the adoption of a physical and perceptual positioning strategy which include: technical characteristics, physical characteristics, objective criteria, paying attention to customer’s needs, perceptual characteristics, and subjective criteria.

Findings - The results indicate that there is a positive relationship between technical characteristics and physical positioning, a positive relationship 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. However, there is not a positive relationship between physical characteristics and physical positioning, there is not a positive relationship between objective criteria and physical positioning, there is not a positive relationship between customer’s needs and perceptual positioning, and there is not a positive relationship between perceptual characteristics and perceptual positioning.

Originality/ Value - The paper adds to the international data on physical and perceptual positioning by providing what may well be a first influencing factor on industries operating in Iran situations for production.

Key words: Strategic positioning; Physical positioning; Perceptual positioning; Competition; Differentiation