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MARKETING STRATEGIES FOR SMALL FIRMS

MARKETING STRATEGIES FOR SMALL FIRMS,Roy A. Cook,Jeryl L. Nelson

MARKETING STRATEGIES FOR SMALL FIRMS   (Citations: 1)
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Limited resources place natural constraints on strategic alternatives available to small firms. Due to the competitive resources possessed by larger and more established firms, small firms should carefully evaluate potential marketing strategies to identify distinctive competencies. Of the generic strategies identified by Porter, it appears that either a differentiation or focus strategy provides the greatest opportunities for successful implementation by small firms. Since small firms often possess distinctive competencies, the focus strategy appears to provide an excellent opportunity for cultivating and protecting niche markets.
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