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| Author: | Cavalloni, C. Tschirky, H. |
| Title: | Nischen - erfolgstraechtige Marktsegmente? = It is possible to develop profitable market segments relying on marginal consumer demand? |
| Journal: | Management-Zeitschrift Industrielle Organisation
1991 : APR, VOL. 60:4, p. 27-30 |
| Index terms: | MARKET SEGMENTATION CONSUMER DEMAND STRATEGY MARKET RESEARCH MARKETING INFORMATION |
| Language: | ger |
| Abstract: | A special kind of market segments - niche - is examined. It is characterized by the marginal nature of consumer demand. A typology of marginal consumer demands is provided. A niche can be developed where the consumer demand specialized, fragmented, very low in volume or differs significantly from the demand in the products of mass production. The concept of niche-strategy is introduced and analyzed. The following characteristics of niching must be taken into account when making a niche-strategy: dynamism of the market segment; its international extension; relatively high technology requirements; attractiveness; opportunity to achieve dominant position; capability for innovation and good quality etc.. |
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