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.
|Title of host publication||Developments in Marketing Science|
|Subtitle of host publication||Proceedings of the Academy of Marketing Science|
|Number of pages||5|
|State||Published - 2015|
|Name||Developments in Marketing Science: Proceedings of the Academy of Marketing Science|
Bibliographical notePublisher Copyright:
© 2015, The Academy of Marketing Science.
- Large Business
- Market Definition
- Small Business
- Small Firm
- Strategic Management Journal
ASJC Scopus subject areas
- Strategy and Management