Kinetizing strategy can help firms convince their target markets that their products can accomplish two seemingly conflicting benefits. This is an attempt to straddle two conflicting values or reconciling conflicting consumer goals and create best-of-both solution:

  • BMW, for example, first made a strong competitive push into the US. market in the early 1980s. It positions its brand as  " the only automobile that offer both luxury and performance". At that time, consumers saw American luxury car...

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