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| Author: | Greco, J. |
| Title: | Retailing's rule breakers |
| Journal: | Journal of Business Strategy
1997 : MAR-APR, VOL. 18:2, p. 28-33 |
| Index terms: | |
| Freeterms: | EINZELHANDELSBETRIEBE, MARKTSEGMENTIERUNG, PRODUKTPOLITIK, MARKETINGSTRATEGIE |
| Language: | eng |
| Abstract: | A niche market is not generally broad enough to support an overwhelmingly sized location. That conventional wisdom has not stopped a handful of specialty retailers from trying. The author has identified three small but fast growing niche chains with maverick strategies that break the retail rules. All three were started by entrepreneurs who so far have resisted the temptation to sell out , and who have reaped rewards as their visionary concepts took off. |
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