니치 마케팅과 시장선점우위

초록

This paper explores sixteen niche marketers founded after 1975 but listed in Fortune 500 in 2003. and thus they are such firms that became Fortune 500 corporations within thirty years or less. The paper examined the impact of quality and market shocks on the performance of the niche marketers and the question on what if they benefit more from the two types of shocks than their early competitors. For this purpose. a panel fixed effect model is constructed. The quality shock captures firm - level quality advancement and the market shock does environmental effect. which is exogenous to both niche marketers and their early competitors. According to empirical results. only quality shocks have positive and significant effects on the size expansion and profitability of the niche marketers while the performance of their early competitors is significantly associated with market shocks. Further. quality shocks add more values to the niche markers indeed. and therefore one can conclude that the rapid growth of the niche marketers owe to first mover advantage through firm level quality advancement.

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