search query: @author Lee, K. S. (et al.) / total: 1
reference: 1 / 1
« previous | next »
| Author: | Lee, K. S. (et al.) |
| Title: | Generic marketing strategies for small and medium-sized enterprises - conceptual framework and examples from Asia |
| Journal: | Journal of Strategic Marketing
2001 : JUN, VOL. 9:2, p. 145-162 |
| Index terms: | Strategic management Marketing management Small and medium-sized enterprises (SMEs) |
| Language: | eng |
| Abstract: | This paper identifies and conceptualizes three marketing startegies which are generic to small and medium-sized enterprises (SMEs) and which specifically take into consideration the competitive reactions of bigger incumbent firms. These three generic marketing strategies are substitution, free riding and strategic deterrence. |
« previous | next »
SCIMA