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- W1585762138 abstract "Purpose – This paper aims to explore how internationally oriented niche firms define and choose their markets and customers and how they position their products, and thereby add to the limited research knowledge regarding niche marketing.Design/methodology/approach – The paper presents exploratory research based on structured in‐depth interviews of key informants in five firms.Findings – Niche firms do not seem to follow the STP‐process. The selection of customers and markets is the result of tradition, chance or the firm's production philosophy, and the firms make few attempts to position their products. The firms rely on resource‐based advantages, high‐quality products and personal relationships when competing in the market.Research limitations/implications – The selected methodology makes these results alone unfit for generalising to a larger population. Improved theoretical models are needed for generating more knowledge about niche firms and their efforts in crafting marketing strategies, possibly by..." @default.
- W1585762138 created "2016-06-24" @default.
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- W1585762138 date "2009-11-13" @default.
- W1585762138 modified "2023-10-02" @default.
- W1585762138 title "Niche firms and marketing strategy" @default.
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- W1585762138 doi "https://doi.org/10.1108/03090560910989948" @default.
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