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

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 range of settings, including international ones. To date, no review of this strategy has appeared in the SME literature.This paper addresses this gap by collating and reviewing the empirical works which have investigated the niche marketing strategy amongst internationally-active SMEs, identifying opportunities for future research. This work also provides practical advice for international marketers in New Zealand-based SMEs. It is hoped that this paper will not only stimulate further research and debate on the niche marketing strategy in the context of an internationally-oriented SME, but will also help to inform practice.