TY  - JOUR
AB  - Purpose– This paper seeks to establish that the instability of niche markets, and their predisposition to catastrophic collapse, makes market flexibility a prerequisite for long‐term survival among niche marketers. It describes the two ways by which a niche marketer can acquire this market flexibility and demonstrates the advantages of the second of these two approaches, i.e. the development of a portfolio of separated niches.Design/methodology/approach– An in‐depth discussion of niche instability/implosion, and how niche market flexibility can be acquired to increase the survivability of such events, provides the context for a single in‐depth case study of a company employing a systematic niche market flexibility approach. A multi‐method approach was adopted drawing on both interviews and documentary evidence.Findings– Planning for flexibility is essential for long‐term survival as a niche marketer. Two broad approaches to achieve this exist – i.e. contingency and portfolio planning – which are not mutually exclusive. The portfolio approach offers specific advantages and examples of its successful applications exist.Research limitations/implications– This is a single case study.Practical implications– The article has significant implications for practice, as fragmentation of markets and globalisation of production makes niche marketing desirable/essential for many players.Originality/value– The area of planning for flexibility using a niche portfolio marketing strategy is under‐researched at present.
VL  - 46
IS  - 10
SN  - 0309-0566
DO  - 10.1108/03090561211248044
UR  - https://doi.org/10.1108/03090561211248044
AU  - Hamlin Robert
AU  - Henry James
AU  - Cuthbert Ron
ED  - Ian Combe
PY  - 2012
Y1  - 2012/01/01
TI  - Acquiring market flexibility via niche portfolios: The case of Fisher & Paykel Appliance Holdings Ltd
T2  - European Journal of Marketing
PB  - Emerald Group Publishing Limited
SP  - 1302
EP  - 1319
Y2  - 2024/09/25
ER  -