The niche marketing strategy in internationally-oriented small and medium enterprises: A literature review and lessons for New Zealand

Author:

Stachowski Christopher Allen1

Affiliation:

1. Otago University Dunedin; Academic Programme Manager, Whitireia Community Polytechnic,, Wellington, New Zealand

Publisher

Informa UK Limited

Reference31 articles.

1. Internationalization Process of Spanish Small Firms

2. Aspelund, A. & Moen, O. (2001). A generation perspective on small firm internationalization. In N. C. Axinn & P. Matthyssens (Eds.),Reassessing the internationalization of the firm(vol. 11, pp. 197–225). Amsterdam, The Netherlands: Elsevier.

3. Bantel, K. (2006). High Tech, High performance: the synergy of niche strategy and planning focus in technological entrepreneurial firms. In T. Dalgic (Ed.),Handbook of niche marketing: principles and practice(pp. 129–156). New York, NY: Hawthorn Press.

4. Becker, H. & Thorelli, H. B. (1980). Strategic planning in international marketing. In H. B. Thorelli & H. Becker (Eds.),International marketing strategy(p. 367). Oxford, England: Pergamon.

5. Beeth, G. (1980). Distrubutors: Finding and keeping the good ones. In H. B. Thorelli & H. Becker (Eds.),International marketing strategy(p. 260). Oxford, England: Pergamon.

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