Fuzzy Market Positioning - the Dilemma for Canadian and Australian Department Stores
نویسنده
چکیده
Department stores were once universal providers. Their present market positions can at best be termed "fuzzy" in both Canada and Australia. To understand how this occurred and the current dilemma for department stores, the study analysed historic trends in market positioning, competition and capabilities in two distinct periods, preand post-1950. The implications for retailers are that re-invention options, not superficial makeovers, are necessary to produce clear rather than fuzzy market positions. This outcome can only be achieved by a holistic understanding of competition and by gathering and applying distinctive capabilities.
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