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dc.contributor.authorHamlin, Robert Philip
dc.contributor.authorHenry, James
dc.contributor.authorCuthbert, Ronald
dc.date.available2011-12-12T02:55:38Z
dc.date.copyright2011
dc.identifier.citationHamlin, R. P., Henry, J., & Cuthbert, R. (2011). Acquiring Market Flexibility via Niche Portfolios: The Case of Fisher & Paykel WhiteGoods (Working Paper). Retrieved from http://hdl.handle.net/10523/2072en
dc.identifier.urihttp://hdl.handle.net/10523/2072
dc.description.abstractThe instability of niche markets, and their predisposition to catastrophic collapse, makes market flexibility a prerequisite for long-term survival among niche marketers. This article describes how a niche marketer can acquire this market flexibility via the development of a portfolio of niches. An in depth discussion of niche instability/ implosion, and how niche market flexibility can be acquired to increase the survivability of such events, provides the context for a single in-depth case study of a company employing a systematic niche market portfolio flexibility approach that allows it to not only survive, but prosper, in the face of such events. Planning for flexibility is essential for long-term survival as a niche marketer. The article has substantial implications for practice, as fragmentation of markets and globalisation of production makes niche marketing desirable/essential for many players.en_NZ
dc.format.mimetypeapplication/pdf
dc.language.isoenen_NZ
dc.subjectNicheen_NZ
dc.subjectPortfolioen_NZ
dc.subjectStrategic planningen_NZ
dc.titleAcquiring Market Flexibility via Niche Portfolios: The Case of Fisher & Paykel WhiteGoodsen_NZ
dc.typeWorking Paper
otago.schoolMarketingen_NZ
otago.openaccessOpen
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