Browsing AUT Business School by Author "Odlin, D"
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Market Niches As Dynamic, Co-created Resource Domains
Odlin, D; Benson-Rea, M (Elsevier, 2021)Competing in niches is a fundamental marketing strategy for SMEs in business-to-business markets yet how internationalizing SMEs come to compete in the niches they do is unclear. Using multiple case studies of competing ...