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Niche marketing research: status and challenges

Kjell Toften (Andøya Rocket Range, Andenes, Norway)
Trond Hammervoll (Harstad University College, Harstad, Norway)

Marketing Intelligence & Planning

ISSN: 0263-4503

Publication date: 3 May 2013

Abstract

Purpose

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The purpose of this paper is to present a concise status of niche marketing research and thereby provide a basis for further scholarly enhancement and insights for practitioners.

Design/methodology/approach

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This paper takes the form of a literature review.

Findings

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Reasons for why and when to pursue niche marketing, key success factors for implementing niche marketing and the potential problem areas are identified. Avenues for advancing knowledge about niche marketing are discussed.

Research limitations/implications

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Practitioners benefit from this comprehensive review of findings and insights from previous research. Scholars benefit from this review, as it summarizes and identifies key areas for future niche marketing research.

Originality/value

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There has be no known scholarly article assessing the status of niche marketing research since Dalgic and Leeuw's seminal work.

Keywords

Citation

Toften, K. and Hammervoll, T. (2013), "Niche marketing research: status and challenges", Marketing Intelligence & Planning, Vol. 31 No. 3, pp. 272-285. https://doi.org/10.1108/02634501311324618

Download as .RIS

Publisher

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Emerald Group Publishing Limited

Copyright © 2013, Emerald Group Publishing Limited

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