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How Do Small Firms Compete? A Demand-Based Perspective

Show simple item record Xie, Chuanyin 2018-10-09T20:04:16Z 2018-10-09T20:04:16Z 2018
dc.identifier.issn 1913-8067
dc.description Author retains copyright
dc.description Final Published Version
dc.description.abstract Small firms are disadvantaged when competing with large firms. Conventional wisdom suggests small firms should target niche markets neglected by large firms, but most large firms have used a niche strategy for some of their products, suggesting small niches are not safe anymore. This study attempts to address a key challenge small firms face: how to survive competition with few advantages. My main argument is that small firms should shift attention from the supplier-side competition to value creation in the demand environment. If consumer value is created, competition is likely rendered irrelevant. en_US
dc.language.iso en_US en_US
dc.publisher North American Business Press en_US
dc.subject small business en_US
dc.subject Business enterprises en_US
dc.subject marketing strategy en_US
dc.subject marketing planning en_US
dc.subject marketing management en_US
dc.title How Do Small Firms Compete? A Demand-Based Perspective en_US
dc.type Article en_US

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