Niche Marketing Revisited: Theoretical and Practical Issues
- Conference paper
- First Online: 01 January 2014
- Cite this conference paper
- Tevfik Dalgic 4 &
- Maarten Leeuw 4
Part of the book series: Developments in Marketing Science: Proceedings of the Academy of Marketing Science ((DMSPAMS))
2252 Accesses
The mass markets of previous decades have splintered into smaller market segments or niches, in which companies could be safer from cut-throat competition and explore new market opportunities. Although part of a positioning strategy, niche marketing may be used as a deliberate marketing strategy to create “safe havens” and business opportunities for many companies. This paper aims to analyze the basic issues, different methods and ways of applying the niche marketing approach.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
- Available as PDF
- Read on any device
- Instant download
- Own it forever
- Compact, lightweight edition
- Dispatched in 3 to 5 business days
- Free shipping worldwide - see info
- Durable hardcover edition
Tax calculation will be finalised at checkout
Purchases are for personal use only
Institutional subscriptions
Unable to display preview. Download preview PDF.
Similar content being viewed by others
Niche Brand
Standing Out From The Crowd - Determinants Of Consumers’ Niche Orientation
Bibliography.
Aaker, A. David (1984), Strategic Marketing Management, John Wiley & Sons
Google Scholar
Blattberg C. Robert, Deighton John (1991) “Interactive Marketing: Exploiting the Age of Addressability", Sloan Management Review, Vol.33, No.1, pp.5–14,
Chalasani Sujana, Shani David (1992), “Exploiting Niches Using Relationship Marketing", The Journal of Consumer Marketing, Vol.9, No.3, pp.33–42,
Article Google Scholar
Clifford K.,Donald, Kavanagh E. Richard (1985), The Winning Performance: How America’s Hi-Growth Midsize Companies Succeed, New York, Bantam Books,
Copulsky Jonathan, Wolf J.Michael (1990), “Relationship Marketing: Positioning for the future” The Journal of Business Strategy, July/August, pp. 16–20,
Crambie M. Abrer, Hickman C.J. and M.L. Johnson (1978), Penguin Dictionary of Biology, Sixth Edition, Penguin, London,
Dalgic Tevfik (1992), “Euromarketing: Charting the Map for Globalization” International Marketing Review, Vol.9, No.5, pp. 31–42,
Davis S.M., Davidson W. (1991), 2020 Vision, Simon and Schuster,
Dibb, Sally, Simkin, Lyndon (1991), “Targets, Segments and Positioning", International Journal Of Retail & Distribution Management, Vol. 19, No.3, pp. 5–10,
Ferguson H.Charles, Morris R.Charles (1992), Computer Wars, Times Books,
Jain, C. Subhash (1985), “Marketing Planning and Strategy", second edition, South-Western Publishing Co.,
Keegan, W., Moriarty, S. and Duncan, T. (1992), Marketing, Prentice/Hall,
Kotler, P. (1991), Marketing Management, 7th edition, Prentice/Hall,
Kotler, P. (1989),"From Mass Marketing to Mass Customization", Planning Review, September/October, pp. 11–47,
Lambkin, M., Day, S. (1989), “Evolutionary processes in competitive markets : Beyond the product life cycle", Journal of Marketing July, pp.4–20,
Leeflang, P.S.H, Beukenkamp, P.A. (1981), “Probleemgebied marketing, een management benadering", Stenfert Kroese (In Dutch),
Leeflang P.S.H.(1990), “Market Segmentation” -Unpublished European Business Studies Seminar, (03-1990),
Linneman, E. Robert, Stanton, LJohn (1991), Making Niche Marketing Work, book and audiotape, McGraw-Hill inc.,
McKenna, Regis (1988), “Marketing in an Age of Diversity", Harvard Business Review (November– December, pp.88–95,
Pavitt, Keith (1989), “What we know about the strategic management of technology", California Management Review, pp. 17–26,
Peters, Tom (1990), “The German Economic Miracle Nobody Knows", Across the Board, April, pp. 16–23,
Piercy, Nigel (1991), Market-led Strategic Change: Making Marketing Happen in Your Organization, Thorsons,
Porter, Michael,E. (1985), Competitive Advantage: Creating and Sustaining Superior Performance, Free Press,
Rapp, S., Collins,T. (1990), The Great Marketing Turnaround: The age of the individual-and how to profit, Prentice/Hall,
Rosow J.M. (1988), “The Global Market Place", Facts on File, New York,
Sheth N. Jagdish (1992), “Emerging Marketing Strategies in a Changing Macroeconomic Environment: A Commentary” International Marketing Review, Vol.9, No. 1, pp.57–63,
Stanton, W.E.J., Etzel, M.J. and Walker,B.J. (1991), Fundamentals of Marketing, McGraw-Hill,
Thurow L.(Ed.), (1985), The Management Challenge, MIT Press,
Tofler, Alvin (1980), The Third Wave, Bantam Books,
Verhage J.B., B.J., Dahringer, and D.l. Cundiff, E.W, (1989), “Will a Global Marketing Strategy Work? An Energy Conservation Perspective", Journal of the Academy of Marketing Science, Vol.17, No.2,pp.129–136.
Webster’s Dictionary, (1992), Pamco Publishing Co. New York.
Download references
Author information
Authors and affiliations.
The Management College-Nederland, Coral Gables, USA
Tevfik Dalgic & Maarten Leeuw
You can also search for this author in PubMed Google Scholar
Editor information
Editors and affiliations.
Department of Marketing, University of Miami School of Business Administration, Coral Gables, Florida, USA
Michael Levy
Dhruv Grewal
Rights and permissions
Reprints and permissions
Copyright information
© 2015 The Academy of Marketing Science
About this paper
Cite this paper.
Dalgic, T., Leeuw, M. (2015). Niche Marketing Revisited: Theoretical and Practical Issues. In: Levy, M., Grewal, D. (eds) Proceedings of the 1993 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13159-7_32
Download citation
DOI : https://doi.org/10.1007/978-3-319-13159-7_32
Published : 06 December 2014
Publisher Name : Springer, Cham
Print ISBN : 978-3-319-13158-0
Online ISBN : 978-3-319-13159-7
eBook Packages : Business and Economics Business and Management (R0)
Share this paper
Anyone you share the following link with will be able to read this content:
Sorry, a shareable link is not currently available for this article.
Provided by the Springer Nature SharedIt content-sharing initiative
- Publish with us
Policies and ethics
- Find a journal
- Track your research
Academia.edu no longer supports Internet Explorer.
To browse Academia.edu and the wider internet faster and more securely, please take a few seconds to upgrade your browser .
- We're Hiring!
- Help Center
Niche Marketing
- Most Cited Papers
- Most Downloaded Papers
- Newest Papers
- Save to Library
- Last »
- Image Marketing Follow Following
- Email Marketing Follow Following
- Mobile Marketing Follow Following
- Internet Marketing Strategies Follow Following
- Social Media Marketing Follow Following
- Digital Media Follow Following
- Race Follow Following
- Analytics Follow Following
- Internet Marketing Follow Following
- Class Follow Following
Enter the email address you signed up with and we'll email you a reset link.
- Academia.edu Publishing
- We're Hiring!
- Help Center
- Find new research papers in:
- Health Sciences
- Earth Sciences
- Cognitive Science
- Mathematics
- Computer Science
- Academia ©2024
To read this content please select one of the options below:
Please note you do not have access to teaching notes, niche firms and marketing strategy: an exploratory study of internationally oriented niche firms.
European Journal of Marketing
ISSN : 0309-0566
Article publication date: 13 November 2009
This paper aims to explore how internationally oriented niche firms define and choose their markets and customers and how they position their products, and thereby add to the limited research knowledge regarding niche marketing.
Design/methodology/approach
The paper presents exploratory research based on structured in‐depth interviews of key informants in five firms.
Niche firms do not seem to follow the STP‐process. The selection of customers and markets is the result of tradition, chance or the firm's production philosophy, and the firms make few attempts to position their products. The firms rely on resource‐based advantages, high‐quality products and personal relationships when competing in the market.
Research limitations/implications
The selected methodology makes these results alone unfit for generalising to a larger population. Improved theoretical models are needed for generating more knowledge about niche firms and their efforts in crafting marketing strategies, possibly by extending relationship marketing theory.
Practical implications
A niche firm's marketing strategy should be based on a customer‐valued competitive advantage and differentiation should be applied in terms of both intangible and actual use criteria. Niche firms should strive for long‐term, personal relationships and customer commitment. Also, there seems to be some room for following one's own personal convictions and ideas when crafting a marketing strategy, even though this approach certainly is not in line with the structured marketing strategy process suggested in textbooks.
Originality/value
This study offers exploratory findings on how export‐oriented niche firms define and choose their markets and customers, and how they position their products. The standard STP‐process as proposed in general textbooks is not appropriate for international niche firms.
- Niche marketing
- Marketing strategy
- Product differentiation
- Small enterprises
- Product positioning
- International business
Toften, K. and Hammervoll, T. (2009), "Niche firms and marketing strategy: An exploratory study of internationally oriented niche firms", European Journal of Marketing , Vol. 43 No. 11/12, pp. 1378-1391. https://doi.org/10.1108/03090560910989948
Emerald Group Publishing Limited
Copyright © 2009, Emerald Group Publishing Limited
Related articles
We’re listening — tell us what you think, something didn’t work….
Report bugs here
All feedback is valuable
Please share your general feedback
Join us on our journey
Platform update page.
Visit emeraldpublishing.com/platformupdate to discover the latest news and updates
Questions & More Information
Answers to the most commonly asked questions here
COMMENTS
Harstad University College, Harstad, Norway. Abstract. Purpose - The purpose of this paper is to present a concise status of niche marketing research and. thereby provide a basis for further ...
Niche marketing research: status and challenges - Author: Kjell Toften, Trond Hammervoll - 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., - This paper takes the form of a literature review., - Reasons for ...
Abstract. The mass markets of previous decades have splintered into smaller market segments or niches, in which companies could be safer from cut-throat competition and explore new market opportunities. Although part of a positioning strategy, niche marketing may be used as a deliberate marketing strategy to create "safe havens" and ...
This paper is based on the premise that it is important to understand what niche marketing is; what its elements are, and also to know about the characteristics of niche marketing strategy.
The paper redefines market niches as dynamic, co-created resource domains where market actors create specialized value, and further contributes by reconceptualizing niche targeting from a market co-creation perspective. ... Niche marketing research: Status and challenges. Marketing Intelligence and Planning, 31 (3) (2013), pp. 272-285. CrossRef ...
Scholars benefit from this review, as it summarizes and identifies key areas for future niche marketing research.Originality/value - There has be no known scholarly article assessing the status of niche marketing research since Dalgic and Leeuw's seminal work.
It should be noted that niche marketing is related to concepts in other literatures on strategy, target marketing and differentiation. For instance, [37], [38] Porter's (1980, 1985) focus strategy, part of three generic strategies, is generally described as a concentrated attention on a narrow piece of the total market and the serving of this ...
For instance, Porter's (1980, 1985) focus strategy, part of three generic strategies, is generally described as a concentrated attention on a narrow piece of the total market. Marketing ...
Niche marketing is a popular concept among both academics and practitioners and has been applied to numerous industries, products, and services over the last few decades. However, at a fundamental level, it remains unclear whether niche marketing is a theory, a generic strategy, an applied marketing strategy, or an extreme case of a marketing ...
Niche marketing is a strategy that can be used in continuing higher education. This qualitative, phenomenological study developed existing research and addressed a gap in the literature as it relates to niche marketing in higher education. The research objective of this study was to illustrate the perceived value of niche marketing in light of ...
Design/methodology/approach ‐ This paper takes the form of a literature review. Findings ‐ 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.
The paper then continues with the conclusion of this research, followed by pinpointing some of its limitations and providing recommendations for future research., - All the investigated case firms follow a focused differentiation strategy to achieve a sustainable competitive advantage. ... In this paper, aspects regarding niche marketing and ...
A partial and selective process suffices. This is in accordance with the findings of Toften and Hammervoll (2009). Second, the (niche marketing) process could be either a 'bottom-up' or a 'top-down'. Third, the definition allows for niche marketing both in new and in mature industries, following the definition offered by Chalasanin and ...
Niche marketing is a popular concept among both academics and practitioners and has been applied to numerous industries, products, and services over the last few decades. However, at a fundamental level, it remains unclear whether niche marketing is a theory, a generic strategy, an applied marketing strategy, or an extreme case of a marketing ...
This paper is based on the premise that it is important to understand what niche marketing is; what its elements are, and also to know about the characteristics of niche marketing strategy. Essentials elements for a niche marketing strategy include segmentation, and positioning.
This paper is based on the premise that it is important to understand what niche marketing is; what its elements are, and also to know about the characteristics of niche marketing strategy. Essentials elements for a niche marketing strategy include segmentation, and positioning. The main purpose of the niche marketing is profitability, adherence to the marketing concept, relationship marketing ...
Purpose - 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 … Expand 64
The main objectives of this paper are to (1) distinguish between segmentation and niche marketing, (2) discuss the distinction between relationship marketing and database marketing, (3) provide a ...
Paper received 10th March 2021, Accepted 16th April 2022, Published 1st of May 2022 Introduction Niche marketing is not a new concept; it has been ... Definition and concept of niche marketing: Research will attempt to define niche marketing. In order to do this, we have to establish the meaning of the word niche, Nic Manship first: a. niche ...
All the studies (articles, papers, book reviews, etc.) in the Web of Science Core Collection database have been scanned as "niche marketing" based on Boolean scanning. Between 1983 and 2020, 32 studies were analyzed by bibliometric analysis method with co-citation, co-authorship and co-occurence, and bibliographic coupling analysis.
Abstract Research has shown that small and medium enterprises (SMEs) are firms which exist in a challenging context characterised by a lack of resources and managerial capabilities, risking an SME's chances of being successful in the longer term. The niche marketing strategy is one strategy which frequently appears in the business literature, often promoted as suitable for SMEs across a ...
The purpose of this research is to present a concise status of niche marketing by reviewing recent papers on niche marketing research and providing a basis for both further scholarly studies and insights for practitioners to use, particularly in terms of identifying the benefits of using niche marketing, in what situations niche marketing ...
As the research shows thatsmall and medium enterprises are comprising of more than 90% of the business ... Hammervoll (2009) writes in the paper with title "Niche firms and marketing strategy,"niche marketing is generally knows as focused marketing startegies, consisting of a few customers and competitors, where theconcept of firm ...
- This paper aims to explore how internationally oriented niche firms define and choose their markets and customers and how they position their products, and thereby add to the limited research knowledge regarding niche marketing., - The paper presents exploratory research based on structured in‐depth interviews of key informants in five ...
A white paper is a document used by business professionals to share in-depth information about a specific topic. For example, you can use a white paper to share marketing statistics, compare different campaigns, present a complex analysis of an industry trend, or share an in-depth explanation of a specific process carried out by a team or company.
Purpose 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 ...