Strategic positioning of territories in the global economy: brand development in accordance with the matrix of competitiveness of territories

Вадим Юрьевич Пашкус, Наталия Анатольевна Пашкус, Маргарита Вадимовна Пашкус

Research output: Chapter in Book/Report/Conference proceedingConference contributionResearchpeer-review


Factors of corporate competitiveness are changing in the context of globalization. Today, those who can create and realize a unique innovative development concept will be able to succeed, which will form the basis of their active actions in the chosen direction. Evaluation of the corporate competitiveness in the global market under the New Economy is not an easy task. The global market dictates all the new requirements, the nature of competition on it is quite complicated. The market with the ability to correctly position and effectively implement the image policy, this will allow the company to take its unique market position and secure a sustainable competitive advantage. The paper suggests a new methodology for selecting and comparing the investment attractiveness of innovative and pseudo-innovative products using modern marketing approaches to positioning, developed by the authors and based on the CaganVogel breakthrough positioning model and the modified GE / McKinsey matrix. Investors can identify those innovative and pseudo-innovative products that use the correct positioning methods for their group and thus are potentially more successful with the help of the proposed tool. This methodology allows us to identify such strategic areas for the promotion of global innovative and pseudo-innovative products of various types investing in which you can rely on more than an average profit with specific types of social, economic and technological positioning (SET-factors). The proposed toolkit allows investors to compare potential investments in the innovative sector of the global economy and reduce the level of investment risks
Original languageEnglish
Title of host publicationGlobalization and its Socio-Economic Consequences
Subtitle of host publication18th International Scientific Conference Proceedings
EditorsTomas Kliestik
PublisherEDIS-Zilina University publisher
Number of pages8
StatePublished - 2018
EventGLOBALIZATION AND ITS SOCIO-ECONOMIC CONSEQUENCES: 18th International Scientific Conference - Europe, Zilina, Slovakia
Duration: 10 Oct 201811 Oct 2018


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Scopus subject areas

  • Economics, Econometrics and Finance(all)

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