Posicionamento em Marketing: Produção acadêmica Brasileira sob a ótica da Meta-Análise

Positioning theory is one of the oldest among business strategies and has been incorporated into Marketing to guide organizations on the best way to put themselves on the market and thus gain competitive advantage. This article seeks to identify the state of positioning theory in Brazil, using meta-analysis as a method, in order to search, select, categorize and analyze the studies published in the main national journals and events on the subject. From the results found, it is possible to identify which are the theoretical-methodological configurations of national publications and the positioning proposals that are most frequently used by researchers. Therefore, the contribution of this article is to make an analysis about what has been written about positioning, helping to advance knowledge about its theory.