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| Author: | Toften, K. Hammervoll, T. |
| Title: | Niche firms and marketing strategy. An exploratory study of internationally oriented niche firms |
| Journal: | European Journal of Marketing
2009 : VOL. 43:11/12, p. 1378-1391 |
| Index terms: | marketing strategy product differentiation international business |
| Freeterms: | niche marketing |
| Language: | eng |
| Abstract: | The aim of this research paper is to explore how international niche firms define and choose their markets and customers and position their products. The results show that niche firms don't seem to follow the STP-process. The firm's selection of customers and markets seem to be the result of tradition, chance or the company's production philosophy. Moreover, the firms don't seem to focus on product positioning. Instead, when competing in the market, the firms draw upon resource-based advantages, high-quality products and personal relationships. The results suggest that a niche firm's marketing strategy should base on customer-valued competitive advantage and differentiation. |
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