Niche Market Strategy from the Viewpoint of SME's Global Aspira-tions
Journal Title: Zarządzanie i Finanse - Year 2013, Vol 11, Issue 1
Abstract
SME’s play a major role in the development of national economies, but they can also gain relevance as a global economic power. To achieve this goal they should harness opportunities brought by the cultural and economic shifts in modern societies, there for specialize around emerging niche markets and than focus on a long term global development. To take a successful niche position, the companies should use the niche market strategy, remembering though its short term validity. In the long run the companies should focus rather on developing a leading position within the new markets, that the niches will probably evolve to. SME’s should be also aware of the long term environment changes like population density growth or market consolidation processes. To become more successful in discovering new markets and niches the SME’s should get acquainted with the long tail concept or with the tools of the blue ocean strategy.
Authors and Affiliations
Ksawery Kunicki
Keywords
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