AMTP Proceedings 2026

Document Type

Conference Proceeding

Publication Date

Spring 2026

Abstract

This paper presents a bibliometric review of 39 master's and doctoral dissertations on positioning, defended at various universities between 1989 and 2024. Using systematic searches and content analysis, the study identifies major theoretical, methodological, and content patterns and trends in positioning research. Findings indicate a sharp rise in the number of dissertations on the concept of positioning over the past 25 years, with most work concentrated in Western institutions and heavily oriented toward brand and product-based applications. Content analysis reveals that most dissertations focus on managerial or applied perspectives, while few engage with positioning theories and digital contexts. Methodologically, earlier dissertations tended to focus on surveys, interviews, and experiments, whereas in recent years, attention has shifted to the increasing use of case study approaches. Despite the growing number of positioning dissertations, significant conceptual and contextual gaps persist. This review contributes to mapping the evolution of positioning research and highlights opportunities for deeper theoretical development and greater attention to global diversity.

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