Small Business Marketing Strategies: A Call for Customization

Aviv Shoham; Dorothy Paun

doi:10.1007/978-3-319-13159-7_120

Small Business Marketing Strategies: A Call for Customization

Aviv Shoham, Dorothy Paun

School Of Business Administration

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

Abstract

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 language	English
Title of host publication	Developments in Marketing Science
Subtitle of host publication	Proceedings of the Academy of Marketing Science
Publisher	Springer Nature
Pages	553-557
Number of pages	5
DOIs	https://doi.org/10.1007/978-3-319-13159-7_120
State	Published - 2015

Publication series

Name	Developments 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.

Keywords

Large Business
Market Definition
Small Business
Small Firm
Strategic Management Journal

ASJC Scopus subject areas

Marketing
Strategy and Management

Access to Document

10.1007/978-3-319-13159-7_120

Cite this

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Small Business Marketing Strategies: A Call for Customization. / Shoham, Aviv; Paun, Dorothy.
Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer Nature, 2015. p. 553-557 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

Research output: Chapter in Book/Report/Conference proceeding › Chapter › peer-review

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Small Business Marketing Strategies: A Call for Customization

Abstract

Publication series

Bibliographical note

Keywords

ASJC Scopus subject areas

Access to Document

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Cite this