Xie, Chuanyin2018-10-092018-10-0920181913-8067http://hdl.handle.net/20.500.11868/577Author retains copyrightFinal Published VersionSmall 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-USSmall businessBusiness enterprisesMarketing strategyMarketing planningMarketing managementArticlehttps://doi.org/10.33423/jmpp.v19i1.1266