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Niche Strategy and Export Performance

International Marketing Research

ISBN: 978-0-76231-369-3, eISBN: 978-1-84950-458-4

ISSN: 1474-7979

Publication date: 27 November 2006


Small firms can approach foreign markets notwithstanding their limited resources by adopting a niche strategy. This permits to understand how SMEs can reach high levels of export intensity and broad geographic scope. Moreover, a global niche approach permits to explain – among other factors – why and how infant firms can be international or even global since their inception. The case studies analysis shows a positive relation between niche strategy and high international performance, in terms of export intensity, precocity, speed, and scope. The international expansion of niche firms is based on an horizontal micro-segmentation of the global market: they move internationally following global customers, independently from the psychic/geographical distance, and compete mostly on a non-price basis.


Zucchella, A. and Palamara, G. (2006), "Niche Strategy and Export Performance", International Marketing Research (Advances in International Marketing, Vol. 17), Emerald Group Publishing Limited, Bingley, pp. 63-87.



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