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The longing for achieving the strategic positioning in retail is continuously challenged by short-term results by pressure. The study seeks to identify how the strategic positioning of a fashion and sport retailer relates to performance indicators dimension of projects, conditioned by the nature of the projects. Using the strategic positioning concepts, presented by Hax and Wilde II (2001), project management and project performance indicator dimensions (SHENHAR; DVIR, 2010) this relationship was researched through a case study. The results show that there is mainly influence of projects nature in defining performance indicators. The results indicate that there is a concern to align the organization's strategy to its strategic projects. Thus, the strategic positioning and the nature of the project influence the choice of performance indicators. However, aspects of the complexity and uniqueness of the projects suggest an …