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- W3148093246 abstract "Competing in niches is a fundamental marketing strategy for SMEs in business-to-business markets yet how internationalizing SMEs come to compete in the niches they do is unclear. Using multiple case studies of competing firms in a single B2B industry sector, this research found that niches evolved in response to resources supplied or withdrawn by early customers, sales channels, shareholders and competitors. We show that market niches are dynamic resource domains where market actors co-create new, specialized value. SMEs may target new niches when they internationalize because they cannot access the resources needed to co-create their domestic niche or because resources are valued differently." @default.
- W3148093246 created "2021-04-13" @default.
- W3148093246 creator A5036579228 @default.
- W3148093246 creator A5082570579 @default.
- W3148093246 date "2021-05-01" @default.
- W3148093246 modified "2023-09-26" @default.
- W3148093246 title "Market niches as dynamic, co-created resource domains" @default.
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- W3148093246 doi "https://doi.org/10.1016/j.indmarman.2021.03.008" @default.
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