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| Tekijä: | Lee, K. S. (et al.) |
| Otsikko: | Generic marketing strategies for small and medium-sized enterprises - conceptual framework and examples from Asia |
| Lehti: | Journal of Strategic Marketing
2001 : JUN, VOL. 9:2, p. 145-162 |
| Asiasana: | Strategic management Marketing management Small and medium-sized enterprises (SMEs) |
| Kieli: | eng |
| Tiivistelmä: | 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. |
SCIMA