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dc.contributor.authorOdlin, Den_NZ
dc.contributor.authorBenson-Rea, Men_NZ
dc.identifier.citationIndustrial Marketing Management, Volume 95, May 2021, Pages 29-40
dc.description.abstractCompeting 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 firms in a single B2B industry sector, this research found that niches evolved in response to resources supplied or withdrawn by early customers, sales channels, shareholders and competitors. We show that market niches are dynamic resource domains where market actors co-create new, specialized value. SMEs may target new niches when they internationalize because they cannot access the resources needed to co-create their domestic niche or because resources are valued differently.en_NZ
dc.rightsCopyright © 2021 Elsevier Ltd. All rights reserved. This is the author’s version of a work that was accepted for publication in (see Citation). Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. The definitive version was published in (see Citation). The original publication is available at (see Publisher's Version).
dc.subjectNiche marketing; SME; Market co-creation; Internationalization strategy; Competition; Industry evolution
dc.titleMarket Niches As Dynamic, Co-created Resource Domainsen_NZ
dc.typeJournal Article
aut.relation.journalIndustrial Marketing Managementen_NZ

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