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Niche Marketing
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Management is the art of adapting to the business environment,
and the business environment is subject to a range of political, economic,
technical and social influences. The art of adapting to the changing
environment may sound easy, but change is not visible to the insensitive
eye. People content to lead an inactive, idle life resting on previous
successes cannot grasp the dramatic socioeconomic changes occurring
all around them. For those who have achieved success in business and
maintain an ongoing passionate commitment to further progress,
however, contentment can be a form of poison. For individuals,
stagnation means death; for a company, maintaining the status quo is
equivalent to giving up and closing down.
The aim of this volume is to illustrate to managers of small and
medium enterprises (SMEs), who are apt to be tossed by the storms of
change in the market and business environment, that there are market
niches waiting to be filled. The essential condition for a company to
grow and be successful is not taking pride in the high level of corporate
management already achieved but rather the desire to be a future leader
in the field in terms of products and services offered. Moving in a different
direction from others can open up opportunities. A company should
recognize that the sun is already setting upon a market when everybody
is in a rush to move in the same direction. In other words, a niche strategy,
which exploits “blind spots” in a market, paves the way for a company
with a unique product or service, superior intellectual resources, and
extraordinary creativity
Soichiro Nagashima - Personal Name
1st Edition
92-833-7059-7
NONE
Niche Marketing
Management
English
Asian Productivity Organization,
2007
1-87
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