Small Business Marketing Strategies: A Call for Customization

Aviv Shoham, Dorothy Paun

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review


Many of the strategy tools developed in the literature, (e.g., portfolio models) have an inherent large-business orientation, and applying such tools in the small business context can be problematic. This paper posits that while some of the existing strategy tools can, with modifications, be of relevance and benefit to the small business, there is a need for the development of new tools that are custom-designed for small businesses. One such tool is presented.

Original languageEnglish
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
PublisherSpringer Nature
Number of pages5
StatePublished - 2015

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

Bibliographical note

Publisher Copyright:
© 2015, The Academy of Marketing Science.


  • Large Business
  • Market Definition
  • Small Business
  • Small Firm
  • Strategic Management Journal

ASJC Scopus subject areas

  • Marketing
  • Strategy and Management


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