Old School vs Latest Trend – Tracking the Changes in Product Positioning Dimension: A Systematic Literature Review

Current market situation has changed tremendously in terms of product innovation and technological advancement, which directly affects the firm’s positioning strategy. This systematic literature review paper aims to discover the changes in product positioning dimensions that contributes to the latest product positioning strategy. This study attempts to pair and match the latest dimension with Aaker and Shansby’s (1982) product positioning strategy. There are 39 eligible articles on the subject sourced from Scopus and WOS databases over a period of ten years. The PRISMA protocol used to identify new product positioning dimensions categorised six (6) dimensions namely; distribution channel, region, emotion, lifestyle, culture, and store ambiance. Practically, these new dimensions serve as a guideline for firms to keep track with current developments of positioning dimensions to be incorporated into their marketing strategies.