employee
graduate student
The relevance of this study stems from the transformation of the positioning concept from an advertising technique into an interdisciplinary category, despite persistent terminological contradictions in the literature. The aim of this work is to systematize theoretical approaches to enterprise positioning and identify directions for methodological development. The methodological basis is a comparative analysis of the works of J. Trout, A. Ries, and contemporary authors. The study identifies three key interpretations of positioning (mental, strategic, and discursive) and demonstrates the complementarity of analytical tools (matrices, perceptual maps, segmentation). Unresolved problems are identified: the lack of integrative models, the static nature of current approaches, and insufficient adaptation to regulated markets and small businesses. The necessity of a transition to dynamic positioning is substantiated.
enterprise positioning, marketing strategies, brand management, discursive strategies, market uncertainty, dynamic positioning, perceptual mapping
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