How Do Small Firms Compete? A Demand-Based Perspective

Authors

  • Chuanyin Xie The University of Tampa

DOI:

https://doi.org/10.33423/jmpp.v19i1.1266

Keywords:

Management, Small Firms, Demand-Based Perspective, Consumer Value

Abstract

Small firms are disadvantaged when competing with large firms. Conventional wisdom suggests small firms should target niche markets neglected by large firms, but most large firms have used a niche strategy for some of their products, suggesting small niches are not safe anymore. This study attempts to address a key challenge small firms face: how to survive competition with few advantages. My main argument is that small firms should shift attention from the supplier-side competition to value creation in the demand environment. If consumer value is created, competition is likely rendered irrelevant.

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Published

2018-07-01

How to Cite

Xie, C. (2018). How Do Small Firms Compete? A Demand-Based Perspective. Journal of Management Policy and Practice, 19(1). https://doi.org/10.33423/jmpp.v19i1.1266

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Section

Articles