Positioning for Professionals: How Professional Knowledge Firms Can Differentiate Their Way to Success

It's not the best companies that prevail in the marketplace, but rather the best brands. The goal of business strategy is not just to be better, but different. Learn how to build a differentiating value proposition by clearly and carefully defining your brand boundaries: Calling, Competencies, Customers, and Culture. 

This volume presents an interactional perspective on linguistic variability that takes into account the construction of social identities through the formation of social communicative styles. It shows that style is a useful category in bridging the gap between single parameter variation and social identity. Social positioning, i.e., finding one's place in society, is one of its motivating forces.