Innovative marketing strategies for national industrial flagships: brand repositioning for accessing upscale markets
by Alina Todiras, Peter Nijkamp, Saidas Rafijevas
International Journal of Foresight and Innovation Policy (IJFIP), Vol. 7, No. 1/2/3, 2011

Abstract: Product and process innovations are generally regarded as strategic competitive vehicles in industry. Identifying and conquering new market niches through focused marketing approaches – by emphasising new product qualities in mature markets – has become a very appropriate innovation strategy. This paper aims to demonstrate the relevance of innovative marketing strategies on the basis of brand repositioning of mature firms. It uses a case study approach to test the economic viability of repositioning of innovative firms striving to access upscale markets. The paper develops finally, a general analysis framework that may be useful for further study of brand repositioning.

Online publication date: Sat, 25-Apr-2015

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