The niche strategy of the firm, ie market spaces which could be broken down into ‘small spaces not served by competitors’ (Keegan et al., 1992) and the idea that firms address these ‘pockets’ (Hooley & Saunders, 1993), has received relatively little research attention both in strategic management and in international marketing fields. We elaborate on the niche as one of main strategies for SME-internationalisation.
The role of the niche strategy in the pursuit of sustainable SME internationalization
Hagen B.;Zucchella A.
2014-01-01
Abstract
The niche strategy of the firm, ie market spaces which could be broken down into ‘small spaces not served by competitors’ (Keegan et al., 1992) and the idea that firms address these ‘pockets’ (Hooley & Saunders, 1993), has received relatively little research attention both in strategic management and in international marketing fields. We elaborate on the niche as one of main strategies for SME-internationalisation.File in questo prodotto:
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