ABSTRACT
Successful corporate executives know almost by instinct how to position their company in the market world. They understand market strategies, pricing, and customer care. Successful executives also know how to position the internal corporate world for maximum synergies. They understand career paths, implicit bargains, incentives, and the fine art of managing up. The story can be different for a firm’s nonmarket world. For many executives, nonmarket corporate positioning is seldom given the same grade of attention that is given to the market or internal worlds.
