Small Business Marketing Strategies: A Call for Customization

Abstract

Many of the strategy tools developed in the literature, (e.g., portfolio models) have an inherent large-business orientation, and applying such tools in the small business context can be problematic. This paper posits that while some of the existing strategy tools can, with modifications, be of relevance and benefit to the small business, there is a need for the development of new tools that are custom-designed for small businesses. One such tool is presented.