Abstract:The main purpose of this article is to point out – on the basis of literature analysis and Au-thor’s own research results – the rationale for selecting strategies of a market niche and implementing niche marketing by small companies, often of a family nature, as well as to discuss the main criteria used to identify the category of a “niche company”. According to the Author, the concentration in a niche is an attractive course of action for small compa-nies and a manner of competition. The following arguments s… Show more
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