Positioning Research Papers - Academia.edu (original) (raw)

Marketing choices are crucial components of a strategic marketing process. At this stage of planning, decisions are made in order to indicate the direction of the marketing mix not to mention the way products are going to be perceived in the market place. These marketing choises group consumers together based on common needs with the ultimate goal to affect the buying decisions of the target customers for these products, which stands for segmenting, targeting and positioning strategy. In other words, STP is a marketing signification that associates the way to evaluate and choose a target market for specific product or service. Considering the factors related to this topic, the question of what specific consequences arise when addressing this topic must be elaborated. This research is particularly outstanding for the reader because it will analyze the STP strategy of a well-known company that produces sports equipment, which is Nike.

- by
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- Marketing, Marketing Research, Segmentation (Marketing), Brand Positioning

The hammock positioning within the incubators simulates the intrauterine environment, however, there is little evidence of its benefits and possible risks. The aim of this study was to assess the effects of hammock positioning on behavioral status, vital signs, and pain in very low birth weight preterm newborns. This is a quasi-experimental/case series study in which premature infants (<1500g) were positioned in supine for one hour in a hammock. The preterm newborns were assessed 10min before, during (2, 20, 40, and 60min), and 10min after hammock positioning with the Brazelton Neonatal Behavioral Assessment Scale, vital signs and pain by the Neonatal Facial Coding System. 28 preterm infants between 28 and 36 weeks of gestational age were evaluated. Regarding the behavioral state, the preterm newborns progressively evolved to light or deep sleep during hammock positioning. There was a statistically significant reduction of the heart and respiratory rate from 2 to 60th minute in a...

This paper considers how, in the process of positioning that is implicit in every interaction, all of us employ multiple and often competing narratives when we talk about cultural identity and our relationships with new cultural environments. In interviews with newly arrived postgraduate students about their experience of travelling to study abroad, the students employ competing block and thread narratives. Block narratives represent an essentialist discourse of culture. As such, they are easily converted into cultural prejudice by blocking the possibility for understanding and sharing at the point of tolerating an Other who can never be like 'us'. These are default narratives because of the way in which we are brought up in our societies within a global positioning and politics. Thread narratives instead support a critical cosmopolitan discourse of cultural travel and shared meanings across structural boundaries that act against cultural prejudice. Threads need to be nurtured as alternative forms of engagement. Therefore , there is a place for the researchers to intervene with their own thread narratives. This intervention is both allowed within and supported by an understanding that researchers join with their participants in the creative intercultural events of the interview. Nel processo di posizionamento che è implicito in ogni interazione, ognuno di noi impiega narrazioni molteplici e contrastanti per trattare i temi della diversità culturale e del rapporto con nuovi contesti culturali. In interviste realizzate con studenti che si sono spostati all 'estero per gli studi post-To cite this article: Sara Amadasi & Adrian Holliday (2017): Block and thread intercultural narratives and positioning: conversations with newly arrived postgraduate students, Language and Intercultural Communication,

- by Sara Amadasi
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- Intercultural Communication, Social Interaction, Positioning

Background: Chest physiotherapy (CPT) and positioning of neonates has been used in many developed countries around the world to improve airway clearance and avoid lung complications, but the combined effect of both techniques is less documented. The objective of the study was to compare the effectiveness of chest physiotherapy in prone position versus conventional chest physiotherapy in ventilated neonates on respiratory outcomes. Methods: The study design was randomized controlled pilot study. Participants: 12 ventilated neonates fitting in Inclusion Criteria. They were randomly divided into two groups (n=6 in each group) using simple random sampling i.e. Experimental group (4female and 2male) (Chest Physiotherapy and Prone Positioning) and the Control group (3 females and 3males) (Conventional Chest Physiotherapy). Primary outcome measures were SpO2 saturation, Partial Pressure of Arterial Oxygen (PaO2) & Peak Inspiratory Pressure (P.I.P.). Outcomes were recorded Pre & Post of every 120 minutes session of Intervention twice daily with a gap of 6 hours for consecutive three days for the experimental group while for the control group, parameters were measured at the same time of the day. Result: Total 10 participants completed the study protocol. On comparison of three parameters in two groups using the unpaired t-test we found that there was a significant difference (p< 0.05) in SpO2 and PaO2 in both groups but no difference (p >0.05) in P.I.P. levels. Conclusion: Chest physiotherapy in the prone position for ventilated neonate concluded with a higher oxygen saturation (SpO2) and partial pressure of oxygen in the arterial blood (PaO2) when compared to conventional chest physiotherapy.

- by Dr. Abhijit Diwate, Ph.D.
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- Physiotherapy, Physical Therapy, Neonatal, RCT

"Positioning, as a concept in academic literature, is most frequently associated with marketing studies. Positioning in a public relations sense is underexplored with only a relatively small amount of works relating to positioning in any sense published in the public relations literature. However in recent studies positioning has been shown to be a not insignificant aspect of public relations practitioners’ roles. It has been identified that marketing definitions of positioning are insufficient to define positioning in the context of public relations practice and has put forward a provisional conceptual framework for intentional positioning in public relations. This paper reports on further testing and development of the framework and applies it to government agency/publicly-funded organizations’ campaigns as a way of examining whether positioning in public relations was different to that seen in commercial marketing, as marketing as a rule is not generally associated with government communication. This project set out to investigate whether government agencies’ and other public sector organizations’ communication campaigns in Australia employed public relations positioning techniques, as
defined by James (in press), in their quest to achieve communication goals. Through the application of the positioning framework, evidence is presented that shows that the communication campaigns of the government agencies and public sector organizations intended to position their idea/s, their offering or their service in a particular way in the minds of target publics and that they employed a range of techniques to enact the intended positioning. The framework will need further testing and refinement but this study’s findings show that positioning is a significant part of government agency and public sector communication practice."

- by Melanie James
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- Public Relations, Positioning Theory, Strategy, Positioning

The emerging technologies related to mobile data especially CDR data has great potential for mobility and transportation applications. However, it presents some challenges due to its spatio-temporal characteristics and sparseness. Therefore, in this article, we introduced a new model to refine the positioning accuracy of mobile devices using only CDR data and coverage areas locations. The adopted method has three steps: first, we discovered which model of movement (Move, Stay) is associated with the coverage areas where the mobile device was connected using a Kalman filter. Then, simultaneously we estimated the location or the position of the device. Finally, we applied map-matching to bring the positioning to the right road segment. The results are very encouraging; nevertheless, there is some enhancement that can be done at the level of movement models and map matching. For example by introducing more sophisticated movement model based on data-driven modeling and a map matching th...

- by Ranjan Madanayake
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- Positioning

This dissertation focuses on the development of the agency and professional Finnish language skills of international nursing students studying in an English-medium degree program in Finland. The study draws on sociocognitive and ecological perspectives to examine the social nature of language and its use. This ethnographic theoretical-methodological orientation helps to analyze both subjectively experienced and collectively emergent factors. This longitudinal, multidisciplinary, and multimethodological study examines how the professional language skills and agency of international nursing students develop during their practical training. More specifically, the focus is on the situated and experienced development. The focus is also on the interrelation of the key concepts: agency, professional language skills, positions and the resources of the environment. Relevant pedagogical issues are also discussed. The findings of the four substudies are reported in four research articles. The data of my substudies consist of media texts, as well as interviews with international nursing students, teachers, and hospital staff. Interaction
data between the student and the mentors are also included. The data are analyzed using dialogical analysis of beliefs, narrative analysis, nexus analysis, and dialogical interaction analysis. The findings show that professional language skills are embodied, distributed, and stratified in time and space. Professional language skills are situational skills to perceive and use the affordances of the work environment. The development of professional language skills is seen as an expansion of the operational environment. However, weak labor market positions as well as positioning in interaction affect the students’ opportunities to exercise agency and promote professional Finnish language skills. Therefore, positions are closely linked to the development of agency and professional language skills. In order to support students’ second language agency, flexible study plans and guidance practices should be established. The study is a part of the project Finnish as a work
language: a sociocognitive perspective to work-related language skills of
immigrants (University of Jyväskylä).

- by Aija Virtanen
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- Higher Education, Applied Linguistics, Agency, Nursing Students

In recent years, the importance of business negotiations has increased, as the opposing parties are trying to meet their needs by using different behavioral strategies and tactics in condition of arisen from the interests differences between the parties. Negotiation is a tool that can assist the parties on the basis of their interests, which require not only the deep knowledge of negotiating techniques but also the competence of people in relationships. By means of negotiations, people who have different, needs and interests they are able to reach agreement even before making consesus. That's why I decided to research the negotiating strategies and define the role that influences the effective negotiations. In order to achieve the goal I reviewed the following tasks: To determine the importance of the personal style of the negotiating parties, the effectiveness of the personal goal for the parties to make successful negotiations; Role of employment, determination of time and gender in the negotiation process to care for the development of negotiation skills. The topic of the research were the effective negotiation skills and the role of influence. The research object was 230 citizens employed in public and private sectors, who were questioned as a result of the questionnaire, as well as role-playing games involving 25 persons employed by tourist companies and civil servants where simulation method and analysis were used. Based on the process of questioning, the first hypothesis of the research was partially justified in determining the role of employment sphere, to care for the development of negotiation skills. As for the next hypothesis that gender is the basis for different concepts to determine the factor of achieving effective negotiation has not been proven. We need to note that quantitative research has shown a weak correlation between the intensity of behavior and age changes revealed in the negotiation process. According to the results obtained, we can conclude, hypothesis of the time limit was justified, as far as, in which role-playing groups were time limit was fixed, agreement has been achieved in comparison minor time. In addition, the research has confirmed the following hypothesis that the negotiation party, which is predetermined in the precepts, maintains it in the negotiation process. Finally we can say that the purpose of the research is to study the negotiation on the impact of the interaction between the parties concerned, as far as research has been identified, which has been modified to achieve effective communication.

- by David Peikrishvili
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- Social Interaction, Argumentation, Negotiation, Conflict Management

Since from the conception, there have been way too many impediments towards the success of Tata Motors dream project – Nano. It seems evident that Tatas have had problems with the entire marketing mix for Nano. There were initial safety issues with the product; they couldn’t hold on to their original pricing promise due to rising costs; there was a tough time with the distribution due to serious mismatch between demand and supply; and there wasn’t a proper promotional campaign to begin with. This explorative case study looks beyond the mistakes and attempts to throw light on the consumer psychology regarding Nano’s initial low market acceptance; which seemed to be quite different from what the company and industry had speculated in the beginning. While making qualitative assessment of the perception, attitudes and behavior of the consumers, the case study also explores the continuous hurdles that Tata Motors had gone through and the others that it still tries to overcome to ensure “Nano – the people’s car”, gets it’s truly deserving position in the market.

- by Shamim Akhtar
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- Marketing, Social Sciences, Design Innovation, Marketing Research

El marketing es clave para todas las empresas. De las decisiones de marketing que tomen dependerá que se relacionen de manera eficiente con los consumidores, desplieguen propuestas de valor que satisfagan las necesidades de los consumidores de un modo superior a la competencia, se responsabilicen de las consecuencias de sus actividades de negocio y generen beneficios. Este libro expone principios y estrategias fundamentales del marketing actual, con los que se obtienen conocimientos útiles sobre el mercado, se segmenta y selecciona el mercado objetivo, se posiciona la marca sobre ventajas competitivas sostenibles y se crea valor para los consumidores. De la mano de situaciones de negocio reales, también se presentan las últimas tendencias en marketing móvil y de medios sociales, en marketing relacional, en la orientación a la creación de valor y en la ética y la responsabilidad social en marketing.

- by Inma Rodríguez-Ardura and +1
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- Marketing, Consumer Behavior, Market Research, Segmentation (Marketing)

The Toyota Prius is today's leading mid-size hybrid sedan in the world mass market. The Prius offers a stylish exterior; Hybrid Synergy Drive and an EPA label fuel economy of 52 miles per gallon (mpg) in the city and 45 mpg on the highway. The Toyota name is an important feature for the Prius. Toyota is the world's largest manufacturer of automobiles in both unit sales and net sales, and is the front-runner for new technology, including hybrid and fuel cell cars. In Indonesia, Prius was launched by the month of July 2009 and by the year of 2009 and it is only 43-unit population, way far from Japan and US sales of 208.900 and 139.682 unit respectively in the same year. The main problem of this lack of sales during our market audit was the product price. Prius as a product by nature has already attracted the Innovators and Thinkers even though there were no significant marketing efforts from Toyota Indonesia. The lack of marketing effort on Innovators and Thinkers are actually can be developed to attract more customers on these segments. The demographic and psychographic of the target market of Prius lead to the strategy of positioning the product. While repositioning is usually as a result of a mature brand that is not attractive, repositioning on Prius brand is more into redefine the competitive edge of Prius in Indonesia so the market can perceive the product as the one that fulfill the market needs. Toyota Indonesia needs to keep up the distribution channel and promotion based on price point set up. Of course, price point has high correlation on Toyota Indonesia investment on making Prius available to the market. If Prius assembled locally in Indonesia, then the price point of Prius is possibly lower. However, local assembly would result to high investment. Consequently, relying on correct distribution and promotion will possibly increase Prius sales by 20% in the near future. Finally having marketing audit and then analyze them into series of marketing plan, from S-T-P, Marketing Mix then goes to IMC as a final stage of our marketing plan proposal, herewith some IMC spot strategies: 1. Aligning with the communication objective, which is to create the needs in hybrid car and how to use and do its maintenance, the message strategy should communicate the benefit first, followed by a glance of the use of hybrid car. Since it's a kind of new car category, Toyota Indonesia needs to put more descriptive explanation in communicating the message 2. Prius marketing should be more aggressive in their communication and use mass channel such as TV commercial and business magazines in addition to their current events channel since we targeted wider group of potential consumers than the current one.

- by Mohamad Farid Zaini
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- Marketing, Segmentation (Marketing), Pricing, Targeting
- by Lev V Eppelbaum
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- Positioning
- by Nur Syakirin Sulamin
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- Marketing, Branding, Marketing Management, Price
- by Yasir Khan
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- Marketing, Segmentation (Marketing), Strategy, Targeting

Comparasion Cerelac Products between India and United Kingdom

- by Pui Yu O
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- Marketing, Segmentation (Marketing), Targeting, Recommendation

This article is a qualitative-exploratory literature review. The primary concern of the author is to explore the positioning of the competitive intelligence function within organisations so as to establish the best positioning. To ensure reliability of the literary exploration, only peer-reviewed journal articles were used. The findings of this article will make it possible to generalise about the best position of the competitive intelligence function and to develop some valuable propositions for future studies. The findings show that there is no single criterion on which to base the positioning of the competitive intelligence function within organisations. This article will assist business managers to understand and improve their positioning of the competitive intelligence function. This article has therefore academic value.

- by ALEXANDER MAUNE
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- Competitive Intelligence, Literature Review, Positioning, Exploratory
- by Luis Borges Gouveia
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- Communication, Branding, Competitiveness, Positioning
- by Önder kethüda and +1
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- Higher Education, Turkey, Brand Image, Positioning Theory

Businesses may not be in a position to satisfy all of their customers, every time. It may prove difficult to meet the exact requirements of each individual customer. People do not have identical preferences, so rarely does one product completely satisfy everyone. Many companies may usually adopt a strategy that is known as target marketing. This strategy involves dividing the market into segments and developing products or services to these segments. A target marketing strategy is focused on the customers’ needs and wants. Hence, a prerequisite for the development of this customer-centric strategy is the specification of the target markets that the companies will attempt to serve. The marketing managers who may consider using target marketing will usually break the market down into groups and to target the most profitable segments. They may adapt their marketing mix elements, including; products, prices, channels, and promotional tactics to suit the requirements of individual consumers. In sum, this chapter explains the three stages of target marketing, including; market segmentation (ii) market targeting and (iii) market positioning.

- by Mark Camilleri
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- Business, Marketing, Business Administration, Tourism Studies
- by Farahiyah Dewi
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- Entrepreneurship, Marketing, Business Model, Cluster Analysis
- by Rejina Medison
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- Honeymoon Tourism, Positioning
- by Juli Amirah Nasution
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- Marketing, Logistics, Brand Positioning, Positioning

The paper covers marketing strategies in terms of Porter's Five Forces,SWOT Analysis,Marketing Mix (7P'S),STP Analysis,Overall market size, growth trends and future projections,Major macro and global environmental influences on the market... more

- by Shantanu Batta
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- Marketing, Marketing Research, India, Students

This autoethnography is an exercise in reporting, recording and reflecting on the process of attempting to apply a public relations theoretical construct to a practice environment. I take a social constructionist approach where the practice of autoethnography presumes that reality is socially constructed and where I, as the autoethnographer, can contribute to the social construction of what is known as public relations practice. I applied an analytical autoethnographic approach and used my own experiences, reflections and memories to construct myself in my writing as an academic and practitioner working within the context of a pro-bono public relations consultancy project. The aim of this research was to ascertain whether the Framework for Intentional Positioning in Public Relations could assist practitioners to develop positioning strategies for future programs and campaigns. I applied the positioning framework to the design of a positioning strategy for an small university-affiliated environmental organisation. My work indicated that the framework could aid in designing a positioning strategy, however, applying the framework to organisational circumstances could be challenging. The framework was found to have two distinct sections to it when applied to practice and this was not evident in previous analytical work. The project also indicated that further research is needed on how to adapt the framework to the concept of emergent strategy. My hope is that this autoethnography shows that even seasoned practitioners/academics can be challenged in practice situations.

- by Melanie James
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- Communication, Public Relations, Autoethnography, Qualitative Research Methods

It is hardly possible to understand modern political marketing without following its evolution. Analyzing the concept of political marketing from different perspectives furnish a uniform picture, which is the basis of the new, advanced theory of political marketing proposed here. The proposed advanced model of political marketing brings together into a single framework the two campaigns: the permanent marketing campaign and the political marketing process. These two components are realized within a particular country’s political system, and the system depends, above all, on political tradition as well as the efficiency of the developed democratic procedures. The model is an attempt to include the changes taking place in modern democracies and turning political marketing into political marketing science.

- by Wojciech Cwalina and +1
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- Advertising, Media, Positioning, Politician Image

Effective positioning helps firms attract new customers in the short run, and helps build customer-brand relationships in the long run. In addition, effective positioning by the set of firms in an industry essentially decreases direct competition and offers potential customers choices in the market. While researchers and practitioners alike acknowledge the importance of strategic positioning to the firm’s success, current business trends and a lack of positioning research make executing an effective positioning strategy difficult for today’s managers. This research revisits the concept of positioning, introducing experiential positioning as a strategic process in which firms differentiate themselves on the basis of different experience propositions. This approach is especially appropriate for mature industries or those industries that inherently lack obvious opportunities for differentiation based on the core product or service alone. To demonstrate our conceptual framework we analyze a large sample of TV advertisements from the online brokerage industry during the growth period of 1999-2000 to demonstrate how firms in this industry effectively created different options for customers when core differences were rather minor. We use archetype analysis and relationship theory to identify the basic forms of relationship experience available within the category of online trading, demonstrating the viability of our approach for positioning in similar market contexts.

- by Michael S Mulvey
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- Advertising, Archetypes, Marketing Strategy, Brand Positioning

What makes consumers or institutional buyers select, and remain loyal to, one service provider over another? Without knowing which product features are of specific interest to customers, it is hard for managers to develop an appropriate strategy. As competition intensifies in the service sector, it is becoming more important for service organizations to differentiate their products in ways meaningful to customers. Positioning Services in Competitive Markets is the second book in the Winning in Service Markets series by services marketing expert Jochen Wirtz to cover the key aspects of services marketing and management based on sound academic evidence and knowledge.

So far, educational game research has tended to neglect the crucial role of the teacher in actually choosing, preparing for, teaching with, and evaluating the use of educational games. In this paper, we argue that in order to understand how teachers facilitate educational games, it is necessary both to consider how different game modalities enable different teacher roles and also how teachers position themselves in relation to games. We first present a theoretically and empirically based framework for understanding how teachers facilitate games by shifting through the roles as instructor, playmaker, guide, and explorer. Next, we analyse and discuss whether the model can be extended to describe a group of 19 secondary teachers‟ approaches to the educational computer game series Global Conflicts (GC). The empirical analysis is based upon positioning theory and multimodal theory and falls in two parts. In the first part, we analyse how the teachers enacted the GC games in different classroom settings. As our findings show, the available modalities of the game design made the teachers assume relatively passive roles during the actual game activities. Next, we analyse a series of pre-game interviews with teachers and analyse how the teachers positioned themselves in relation to the GC games – both in relation to their general pedagogical beliefs and in relation to more specific assumptions about how to teach with the GC games. This part of the analysis suggests that teachers‟ familiarity with computer games and ICTs was quite significant influential in relation to how detailed teachers could project and predict different pedagogical approaches to teaching with the GC games.

- by Thorkild Hanghøj
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- Teaching and Learning, Game Based Learning, Positioning

BRAND AND POSITIONING "MEREK AQUA"

- by Harti Latifah Latifah
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- Branding, Brand Positioning, Positioning
- by Nuzla Abidin
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- Swot, Swot, Positioning, Manajemen Strategi

“Market segmentation is the process of breaking a heterogeneous group of potential buyer into smaller homogeneous groups of buyer, that is with relatively similar buying characteristics or needs” Dengan kata lain segmentasi pasar merupakan suatu aktivitas membagi atau mengelompokkan pasar yang heterogen menjadi pasar yang homogen atau memiliki kesamaan dalam hal minat, daya beli, geografi, perilaku pembelian maupun gaya hidup.

- by Maisarah Basrinn
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- Targeting, Perilaku Konsumen, Positioning, Segmentasi Pasar
- by Muhammad Aqsath Faza
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- Segmentation (Marketing), Targeting, STP-strategy, Tugas kuliah

pembahasan : trategi perencanaan, marketing plan, riset pasar dan strategi kreatif

- by Maisarah Basrinn
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- Media, Marketing Plan, Targeting, Kepuasan Pelanggan

Fokus bab ini adalah pada perilaku belanja pelanggan dan segmen pasar. Bab ini menguraikan tahap-tahap yang dilalui pelanggan untuk membeli barang dagangan dan faktor yang mempengaruhi proses belanja. Segala informasi tentang proses belanja tersebut digunakan untuk membahas bagaimana pelanggan dapat dikelompokkan dalam segmen pasar yang berbeda untuk kemudian dipilih segmen pasar mana yang akan dilayani.

In today's technological world of privacy-conscious users, the tracking of individuals via different positioning systems and services can be considered obtrusive. Furthermore, linking and integrating data from these positioning systems is not always possible or requires the major effort of creating new interfaces between systems. In this paper, we propose an architecture for the realisation of a decentralised positioning system based on the W3C's Solid platform specification. Using this specification, sensor data as well as an individual's location information is stored in secure decentralised data stores called Pods, that are hosted by user-selected Pod providers. We demonstrate that these Pods do not only offer transparent and interoperable data stores for persisting sensor data as well as processed location information, but also aid in linking multiple positioning systems for high-and low-level sensor fusion. For indoor positioning, this interoperability provides a way to offer users a single location-based service while also providing additional semantic context for other positioning systems to improve their data output. Developers of indoor positioning systems can store all data in a format that is readable, understandable and accessible by any other system that their users might be using, enabling collaboration between researchers and companies implementing these indoor positioning systems.

- by Beat Signer
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- Computer Science, Informatics, Computer Engineering, Location Based Services

With more than sixty million visitors per year, the Mega Mall shopping complex in Teplyi stan, south-west Moscow, is the largest of its kind anywhere in Europe. Owned and managed by IKEA, the complex is one of thirteen identical centres currently open in nine Russian cities. Mega Mall is one of the undoubted success stories of Russia’s post-communist transition. But exactly how has IKEA gone about building the Mega Mall brand? How has Mega Mall succeeded in differentiating itself from the countless cloned shopping centres that are springing up all over the country? Are there any similarities between the way Mega Mall is marketed, and the manner in which IKEA is branded? And what does the success of the Mega Mall brand tell us about the state of Russia’s nascent consumer culture? This paper seeks to address these, and other questions. In the conclusion, attention is paid to some of the practical implications of the Mega Mall phenomenon for retail marketing managers in Russia. While our research methodology is based on field studies and observation, our paper is essentially conceptual, closer to sociology and philosophy than to economics.

- by Graham H. Roberts
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- Marketing, Semiotics, Brand Management, International Business

This essay will discuss about the book How Brands Grow. This book was written by professor of marketing science at University of South Australia - Dr. Byron Sharp. Author has published over one hundred academic papers and is on the editorial boards of four journals. His famous work is exactly book How Brands Grow – a very controversial book that has sparked a debate on the very fundamentals of marketing.

- by Mgr. Martin Bláha
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- Marketing, Brand Management, Branding, Marketing Management
- by Iuliia Timofeeva
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- Railway Transport, Embedded Systems, Kalman Filter, Solar Energy

Positioning within public relations is a concept not often addressed in public relations literature. This paper reports on the progress of a project that aims to develop a way in which positioning could be usefully conceptualized within public relations. It suggests a conceptual framework that takes positioning beyond the marketing definitions that have limited use in the broader public relations field. The article reports on the development of a provisional conceptual framework for intentional positioning within a public relations context. Drawing from recent developments in Positioning Theory in the field of psychology, a framework was developed and applied to 57 award winning public relations campaign entries. Findings reveal that the positioning framework has the potential to be applied both as an heuristic to aid analysis of practice and also as a framework to aid practitioners in designing positioning strategies. Possibilities for further research are discussed. - The next draft of this paper was accepted for publication in December 2009 and appeared in published form in 2011: Journal of PR RESEARCH

- by Melanie James
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- Communication, Public Relations, Strategic Communication, Strategy (Business)

The aim of this paper is to present findings from a study which is part of an ongoing Design-Based Research project which explores how students can transform their everyday experiences with and attitudes towards games into game journalism within the context of Danish as a subject. Based on a theoretical framework combining domain theory with Ivanič’s theory of writing as identity construction, we analysed selected student articles and student interviews from four secondary
classrooms (Grades 7–9). The findings show that some students mainly positioned themselves through a personal discourse, which was highly influenced by their positive, negative or ambivalent attitudes to their chosen game journalistic topics. Other students mainly positioned themselves through a professional journalistic discourse by means of critical reflection and representation of multiple perspectives on their topics. Based on the students’ high level of engagement in the writing
process and the wide range of possible selves adopted by the student writers, we concluded that games and game culture represent a topic well-suited for transforming students’ everyday experiences and attitudes into journalistic texts.

- by Thorkild Hanghøj and +1
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- Literacy, Video Games and Learning, Academic Writing, Video Games
- by Iwan Wahyuddin Safrillah
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- Segmentation (Marketing), Targeting, Positioning, Hasanah Card