IDEAS home Printed from https://ideas.repec.org/a/sae/entthe/v10y1986i4p7-18.html
   My bibliography  Save this article

A Marketing Strategy Analysis of Small Retailers

Author

Listed:
  • Susan S. Fiorito
  • Raymond W. LaForge

Abstract

Although the need for small firm marketing strategy research is widely acknowledged, few empirical studies have been conducted to date. The present study investigates the marketing strategies of a group of small retailers. Two levels of marketing strategy are identified and tested. The findings suggest the importance of developing an integrated marketing strategy which will effectively position the retailer against other store types, yet also provide a differential advantage for competing against stores of the same type. The article concludes with several suggestions for future strategy research.

Suggested Citation

  • Susan S. Fiorito & Raymond W. LaForge, 1986. "A Marketing Strategy Analysis of Small Retailers," Entrepreneurship Theory and Practice, , vol. 10(4), pages 7-18, April.
    • Handle: RePEc:sae:entthe:v:10:y:1986:i:4:p:7-18
    DOI: 10.1177/104225878601000401
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/104225878601000401
    Download Restriction: no
    File URL: https://libkey.io/10.1177/104225878601000401?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Jeffrey G. Covin & Teresa Joyce Covin, 1990. "Competitive Aggressiveness, Environmental Context, and Small Firm Performance," Entrepreneurship Theory and Practice, , vol. 14(4), pages 35-50, July.
    2. Robertson, Christopher & Chetty, Sylvie K., 2000. "A contingency-based approach to understanding export performance," International Business Review, Elsevier, vol. 9(2), pages 211-235, April.
    3. Strandholm, Karen & Kumar, Kamalesh & Subramanian, Ram, 2004. "Examining the interrelationships among perceived environmental change, strategic response, managerial characteristics, and organizational performance," Journal of Business Research, Elsevier, vol. 57(1), pages 58-68, January.
    4. Tessa Christina Flatten & Andreas Engelen & Timo Möller & Malte Brettel, 2015. "How Entrepreneurial Firms Profit from Pricing Capabilities: An Examination of Technology–Based Ventures," Entrepreneurship Theory and Practice, , vol. 39(5), pages 1111-1136, September.
    5. Cheng, Li & Wang, Yue & Zhang, Xiao & Zhu, Di, 2023. "Double-edged sword of global demand heterogeneity: How service multinationals capture the benefits and mitigate the costs of managing customer knowledge," Journal of Business Research, Elsevier, vol. 154(C).
    6. Thomas M. Box & Margaret A. White & Steve H. Barr, 1994. "A Contingency Model of New Manufacturing Firm Performance," Entrepreneurship Theory and Practice, , vol. 18(2), pages 31-45, January.
    7. Keonhyeong Lee & Liyuan Wang, 2023. "Chinese High-Tech Export Performance: Effects of Intellectual Capital Mediated by Dynamic and Risk Management Capabilities," SAGE Open, , vol. 13(1), pages 21582440231, February.
    8. Abdella Kosa & Idris Mohammad & Dereje Ajibie, 2018. "Entrepreneurial orientation and venture performance in Ethiopia: the moderating role of business sector and enterprise location," Journal of Global Entrepreneurship Research, Springer;UNESCO Chair in Entrepreneurship, vol. 8(1), pages 1-17, December.
    9. Mýsra Çaðla Gül, 2009. "Relative Effects of Marketing Effectiveness Dimensions on Firm Performance: An Empirical Analysis with a Multi-Industry Sample," Bogazici Journal, Review of Social, Economic and Administrative Studies, Bogazici University, Department of Economics, vol. 23(1+2), pages 37-53.
    10. Bamford, Charles E. & Dean, Thomas J. & McDougall, Patricia P., 2000. "An examination of the impact of initial founding conditions and decisions upon the performance of new bank start-ups," Journal of Business Venturing, Elsevier, vol. 15(3), pages 253-277, May.
    11. Sushil & Kamala Kannan Dinesh, 2022. "Structured Literature Review with TISM Leading to an Argumentation Based Conceptual Model," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 23(3), pages 387-407, September.
    12. Thornhill, Stewart & Amit, Raphael, 2001. "A dynamic perspective of internal fit in corporate venturing," Journal of Business Venturing, Elsevier, vol. 16(1), pages 25-50, January.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:entthe:v:10:y:1986:i:4:p:7-18. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.