POSITIONING THEORY: Refections and Future Directions

This is the concluding chapter of the first edition of The Routledge International Handbook of Positioning Theory. In reflecting across the volume, the editors posit that Positioning Theory has become an important source of inspiration for those interested in understanding the dynamics of social behavior. To keep Positioning Theory a lively and evolving theoretical corpus, we identify a number of areas where work should be undertaken or further developed. We begin with the assertion that scholars of positioning and Positioning Theory should embrace a future-forming research along with interdisciplinary and transdisciplinary perspectives. We then consider future directions in theoretical developments and methodological considerations for Positioning Theory. We conclude with some recommendations for scholars who wish to apply Positioning Theory in their work.