business-building product shops

[annathefoodie.livejournal.com]

Честно говоря, последнее предложение все не очень понятно, posture - заявить о себе?

Decades later, the golden opportunity to reclaim the lost P and properly integrate digital product capabilities and culture is being spurned. The focus appears to be on rebranding existing capabilities to posture as business-building product shops, or even somewhat delusionally as startup