AUTHOR
Lindkvist, Fredrik; Stenman, Niklas

DATE
2001-02-02

DEPARTMENT
Business Administration and Social Sciences / Industrial Marketing

SUMMARY
Positioning of a company has in marketing literature been called the most powerful marketing tool ever. The concept of positioning was first presented some thirty years ago. Today in the overcommunicated society, a strong position is of utmost importance in order to gain competitive advantage and to be noticed. Our purpose with the thesis was to investigate how a company in a growth sector can position itself.

We carried out a case study with four personal interviews at a Swedish growth company within the new economy. We found that the investigated company acts more on common sense than on theoretical positioning strategies. Furthermore, short product lifecycles makes it difficult for a company to position individual products in a growth sector. Instead, the company should try to establish a position for the entire company.

ISSN 1404-5508 / ISRN LTU-SHU-EX--01/014--SE / NR 2001:014