Finding the Right Positioning

  • Diana Derval
Part of the Management for Professionals book series (MANAGPROF)


In this chapter, with the Kate Spade, Porsche, and Grand Optics cases, we dig into the physiology of female-to-female competition, explain why some luxury products are must-haves worth over budget spending, and explore the sense of colors. We will then spot the true competitors and best place to be in the luxury market using the Positioning map.


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Copyright information

© Springer International Publishing AG, part of Springer Nature 2018

Authors and Affiliations

  • Diana Derval
    • 1
  1. 1.DervalResearchAmsterdamThe Netherlands

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