Niche marketing research: status and challenges

Abstract

PurposeThe 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/approachThis paper takes the form of a literature review.FindingsReasons 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/implicationsPractitioners 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/valueThere has be no known scholarly article assessing the status of niche marketing research since Dalgic and Leeuw's seminal work.