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.
2014
9788890766220
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11571/1338274
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