Evaluating Aggressive Marketing Strategies for Smaller‐share Firms
Abstract
Empirical research on successful and unsuccessful marketing strategies indicates that smaller‐share firms in established markets have difficulty gaining market share profitability. An empirically based framework of questions to guide the managers of such firms when evaluating an aggressive marketing strategy they have under consideration is presented. A literature review of the prescriptions for smaller‐share firms basically suggests the two strategies of differentiation and/or focus on faster growing segments. The authors research of 31 case histories offers several more strategic recommendations for the management of smaller‐share firms.
Keywords
Citation
Stasch, S.F. and Ward, J.L. (1989), "Evaluating Aggressive Marketing Strategies for Smaller‐share Firms", Marketing Intelligence & Planning, Vol. 7 No. 7/8, pp. 4-15. https://doi.org/10.1108/EUM0000000001050
Publisher
:MCB UP Ltd
Copyright © 1989, MCB UP Limited