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Small firms' use of their business relationships to cope with increased competition
Halmstad University, School of Business, Engineering and Science, Centre for Innovation, Entrepreneurship and Learning Research (CIEL), Centre for Technology, Innovation and Marketing Management (CTIM2).ORCID iD: 0000-0002-0554-9591
University of Blumenau, Brazil.
2012 (English)In: International Journal of Business Strategy, ISSN 1553-9563, E-ISSN 2378-8585, Vol. 12, no 2, 36-47 p.Article in journal (Refereed) Published
Abstract [en]

The purpose of the study is to explore the effect of how small firms draw on their limited networks to develop their markets and serve them well, a performance that will guarantee their survival and success. Drawing on a business relationship approach, two case studies have been used to highlight the extent to which exchange relationships have impacted on the performance of the small firms in this study. As an important finding, the study highlights the extent to which regular and intensive interactions between the case companies and the limited actors in their network have enabled each of the case companies to develop their respective niche markets and serve them well, something which also explains their survival and ability to win and retain loyal customers.

Place, publisher, year, edition, pages
International Academy of Business and Economics , 2012. Vol. 12, no 2, 36-47 p.
Keyword [en]
small firms, limited network of relationships, performance, loyal customers
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hh:diva-18048OAI: oai:DiVA.org:hh-18048DiVA: diva2:534560
Available from: 2012-06-18 Created: 2012-06-18 Last updated: 2017-06-02Bibliographically approved

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