Organizational Capabilities and Company Brand Positioning: a Grounded Theory Approach

This qualitative research tries to find the capabilities that are necessary to brand positioning in a systematic model by using grounded theory. Previous researches in brand positioning are very limited and most of them are one-sided (from the customer’s point of view)، quantitative and abstractive. Brand positioning is analyzed from an intra-organizational viewpoint in accordance with organizational capabilities approach in strategic management. To do that، depth interviews were conducted with managers of famous food companies. Analyzed data based on grounded theory showed that organizational stability provides good context for strengthening identity-building brand capabilities. This identity helps to position brand through image-maker capabilities. Managerial competencies and market dynamism as intervening and context creating conditions strengthen and accelerate the brand positioning.