Innovative Marketing Strategies for National Industrial Flagships: Brand Repositioning for Accessing Upscale Markets

Product and process innovations are generally regarded as strategic competitive vehicles in industry. Identifying and conquering new market niches through focused marketing approaches - by emphasising new product qualities in mature markets - has become a very appropriate innovation strategy. This paper aims to demonstrate the relevance of innovative marketing strategies on the basis of brand repositioning of mature firms. It uses a case study approach to test the economic viability of repositioning of innovative firms striving to access upscale markets. The paper develops finally, a general analysis framework that may be useful for further study of brand repositioning. Copyright © 2011 Inderscience Enterprises Ltd.