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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 andoaj:37bf8a3a4f7f48c19e511950a9bfa6c4 fatcat:m44savkezrdgzmkhxwi2jqk27a