Authors: Kjell Toften, Trond Hammervoll
Addresses: Nofima, P.O. Box 6122, NO-9291 Tromso, Norway. ' Harstad University College, Havnegata 5, NO-9480, Harstad, Norway
Abstract: The purpose of this study is to investigate international market selection processes and strategic growth directions of niche firms, by studying the bases for selecting new international markets and which strategic directions niche firms follow in their pursuit of growth. The methodology was based on qualitative research with in-depth interviews of key personnel, and data from six niche firms in the wine and food industries are analysed. The findings suggest that niche firms expand internationally by developing and exploiting long-term relationships with downstream channel partners, such as importers. Furthermore, the strategic directions for expansion are based on penetration, product development, and market development.
Keywords: international expansion; international marketing; food industry; wine production; marketing channels; channel relationships; partnerships; market selection; growth strategies; niche firms; international markets; strategic directions; long-term relationships; downstream partners; channel partners; importers; market penetration; market development; new product development; NPD; Norway; France; Portugal; organic salmon; stockfish; international entrepreneurship; innovation management; internationalisation; international strategies; small and medium-sized enterprises; SMEs.
International Journal of Entrepreneurship and Innovation Management, 2011 Vol.13 No.3/4, pp.282 - 295
Available online: 20 Apr 2011 *Full-text access for editors Access for subscribers Purchase this article Comment on this article