TY  - CHAP
AB  - 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.
VL  - 17
SN  - 978-0-76231-369-3, 978-1-84950-458-4/1474-7979
DO  - 10.1016/S1474-7979(06)17002-7
UR  - https://doi.org/10.1016/S1474-7979(06)17002-7
AU  - Zucchella Antonella
AU  - Palamara Giada
PY  - 2006
Y1  - 2006/01/01
TI  - Niche Strategy and Export Performance
T2  - International Marketing Research
T3  - Advances in International Marketing
PB  - Emerald Group Publishing Limited
SP  - 63
EP  - 87
Y2  - 2024/05/07
ER  -