Positioning strategy implementation barriers: a decision making approach based on resource-based theory

Abstract

The first aim of this paper is to present the issue of apparel retailing in India with the simultaneous determination of barriers to positioning strategy implementation. Second, measure the causality, comparative strength and network structure of the barriers in the way of successful strategy implementation. Key barriers identified with the help of literature review from peer-reviewed papers and validated by experts. Grey theory employed to refine the opinions collected from experts then employed DEMATEL to quantitatively calculate the importance, causality, comparative strength and effect in the interaction among barriers. This paper has identified 17 implementation barriers of competitive positioning strategy which hinders successful implementation of strategy in the apparel retail stores. Further, cause/effect relationships among these barriers have been developed using grey-DEMATEL approach. This research is highly noteworthy for apparel retailers to position their stores in the competitive market and eradicate the main barriers with the help of systematic approach.