Paper info

Micro-positioning as purposeful interaction: a conceptual framework for micro-positioning within dyads

Fahad Awaleh , Per Engelseth and I. Elvekro

The paper was published at the 34th IMP-conference in Sri Lanka in 2018.

The purpose of this paper is to explore the concept of firm strategic positioning within dyadic business relationships. A case study of a focal business relationship within the electronics industry is presented. An empirically grounded conceptual model is developed where the following three components form the basis for firm’s purposeful interactions when engaging in micro-positioning: 1) purpose, 2) strategic identity, and 3) production role (i.e. distribution of responsibilities in the production system). The paper contributes with conceptual ideas and insights into how firms may develop relationship-oriented strategies that build on interaction as a central coordinator in strategy.