title: The nursing shortage: dynamics and solutions. Positioning for success.
abstract: Positioning involves creating a positive image in the minds of those "buying" the products or services offered by an individual or an organization. Any organization can position itself for success. Utilizing the strengths inherent within the organization and acting on the opportunities readily presented in the environment, an organization can rapidly achieve the goals and objectives it chooses. The major deterrent to success frequently lies within the organization itself. As the organization continually focuses on areas that need improvement, it is unable simultaneously to focus on and positively position its strengths. Within the organization, such a phenomenon often leads to staff dissatisfaction, organizational dysfunction, and failure to meet goals and objectives. Through the strategic use of positioning, old images can be strengthened or changed, new images can be created, and the organization's many "publics" can be positively and significantly influenced. Successful organizations are those that have mastered the art of positioning and view it as an essential part of their everyday life.
authors.affiliation: Department of Veterans Affairs Medical Center, San Diego, California.
authors.forename: R B
authors.initials: RB
authors.lastname: Norby
mesh_terms: D002140:California; D006801:Humans; D009729:Nursing; D009738:Nursing Service, Hospital / Q000458:organization & administration; D009936:Organizational Innovation; D011641:Public Relations