Abstract
In spite of how powerful Positioning Theory seems to be, it is not able to test the decision it recommends. How come this happens? This chapter discusses the reason that Positioning Theory is not a particularly competent tool; moreover, in certain cases, it can bring harm to the company, as well as the economic ecosystem. We are also reconsidering the role of resources in this chapter, proposing the Resource Optimization Theory as a replacement for Positioning Theory.
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Story, H.Y. (2020). The Growth of the Homo Psychologicus—Optimization Theory as a Replacement for Positioning Theory. In: The Rational Homo Psychologicus. Palgrave Macmillan, Singapore. https://doi.org/10.1007/978-981-32-9503-2_3
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DOI: https://doi.org/10.1007/978-981-32-9503-2_3
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