The figure of an influencer may assume different connotations in terms of actual incisiveness on the selection process of consumers, as well as based on the level of involvement and interest that the influencer may manifest in orienting the choices of end customers. This paper proposes some considerations on the dual positioning theory, that is, on the need for an enterprise to also consider another subject in its strategic evaluations. These considerations analyze the limitations, requirements and conditions of validity of such strategy, as well as the application in some industries to also understand possible evolutions in specific contexts (in particular, in Italy), the markets or technological supports.
Le nuove potenzialità del Doppio Posizionamento Strategico/The new potential of strategic dual positioning
SIGNORI, Paola;GAUDENZI, Barbara;RUSSO, IVAN
2011-01-01
Abstract
The figure of an influencer may assume different connotations in terms of actual incisiveness on the selection process of consumers, as well as based on the level of involvement and interest that the influencer may manifest in orienting the choices of end customers. This paper proposes some considerations on the dual positioning theory, that is, on the need for an enterprise to also consider another subject in its strategic evaluations. These considerations analyze the limitations, requirements and conditions of validity of such strategy, as well as the application in some industries to also understand possible evolutions in specific contexts (in particular, in Italy), the markets or technological supports.
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