Text view Contact us Site map Help
Home
Search:
go
Username:
Passw ord:
Login
Logout
Athens/Institution Login | Register | Forgot Passw ord?
Welcome guest
My Profile
For Administrators
Search & Browse
Product Information
Licensing Solutions
For Authors
For Librarians
Research Zone
Learning Zone
Teaching Zone
Support Resources
About Emerald
Home > Article Request > Request this document print
Emerald: Article Request - print request
Title: New media in marketing redefine competitive advantage: a comparison
of small and large firms
Author(s): Gary S. Lynn, Alan C. Maltz, Peter M. Jurkat, Michael D. Hammer
Journal: Journal of Services Marketing
Year: Feb 1999; Volume: 13; Issue: 1; Page: 9 - 20;
DOI: 10.1108/08876049910256041
Publisher: MCB UP Ltd
ISSN: 0887-6045
Abstract: Large firms have traditionally commanded a competitive advantage
in the marketplace over small firms by being able to use their financial
strength to perform large-scale market research studies, to design and
implement wide reaching advertising campaigns, and to establish computer
and information systems to communicate with their staff and suppliers. This
empirical study of 192 large and small companies indicates that small firms
are using new media technologies to level the competitive playing field. Cost-
effective new media technologies are making it easier for small firms to enjoy
some of the benefits that previously were only available to large companies.
Contributes to the scholarship because little relevant research currently
exists on the marketing uses of new media technologies for small firms and
their potential for altering the competitive advantages long enjoyed by larger
firms.
Keywords: Competitive advantage, Market research, Marketing
communications, Media, New technology, Small firms,
Article Type: Emerald Full Text Article
Content Indicators:
Document requested by:
FirstName: Deshike
LastName: Deshapriya
E-mail address: deshike22@yahoo.com
Print
Return to Article Request Page
© Emerald Group Publishing Limited | Copy