A Pig’s Tale: Marketing Stories For New Value Chains

Topics:
Positioning and Segmentation
Tags:
Channel Management,
Iowa State University,
Marketing,
Marketing Research,
Mass Market,
Niche Market,
Value Chain
Source:
Iowa State University

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Overview: Niche markets are considered high-risk ventures that are not expected to survive. Major mass markets that control billion-dollar inventories are the markets are admired. It is considered that mass markets, on account of their economies of scale, have resilience and reliability. The paper argues for the converse. It suggests that niche markets, due to their well-suited, well-adapted and well-adjusted significant position, are equally resilient. It is, therefore, improper to dismiss them as non-entities.

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Format: PDF | Size: 86KB | Date: Jan 2003 | Pages: 14

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