High level review of the proposed products & services positioning approach by GLEN SCHMIDT & BO VAN DER RHEE in their paper “How to Position Your Innovation in the Marketplace” triggers some question marks on its completeness because it may not cater for some scenarios, which could influence the product strategy considering the potential impact of the time dimension, for examples:

- The aggressively growing competition where new products could be easily imitated and subsequently enhanced (for most of business sectors) by existing or potential competition within relatively short period which may jeopardize the positioning of the product much faster than expected.

- The need to increase the product’s market share may dictate the need to consider multiple versions of the same product/service that suites the needs of different market segments, which will ultimately, means coexistence of multiple positioning for the same product.

- Growing trends within certain industries may force the business to reconsider its market strategy (and product / service positioning), for example, the Open Source Software trend within the IT industry is forcing some software producers to shift their core business from software sales to support and services, which used to be an ancillary offering.

So should the potential risks / opportunities which could be uncovered sooner than expected, be considered in the model in order to ensure that it provide the required level of flexibility to deals with such variables and their impact on the product / service positioning.