Competitive Actions of Small Firms in a Declining Market
研究美国住房建设衰退期间，小企业如何利用灵活性和客户亲近优势增加销售额，发现成功企业并非依赖预期营销行动，而是通过定制化产品与客户紧密合作。
Small firms, through their flexibility advantages and closeness to customers, potentially can increase their sales volume in economic downturns. The decline in U.S. housing construction (beginning in 2006) provided an opportunity to develop and test four hypotheses predicting the attributes and marketing actions associated with successful companies supplying housing markets. Smaller firms and those producing made-to-order products were most likely to have realized increased sales volume. These successful firms were not engaged in several marketing actions hypothesized to increase sales volume in a declining market. Small firm competitiveness was based more on working closely with customers to produce fully customized products.