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Keywords: Portfolio
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2012) 46 (10): 1302–1319.
Published: 14 September 2012
... by which a niche marketer can acquire this market flexibility and demonstrates the advantages of the second of these two approaches, i.e. the development of a portfolio of separated niches. Design/methodology/approach An in‐depth discussion of niche instability/implosion, and how niche market...
