Ilya Volkov


This article examines the definition of the term 'niche market' particularly in how to find a niche and make it your own. It argues definition of niche and that in order to progress in this field, there needs to be a clearer understanding of the objectives. After examining current theory and definitions, the article uses the examples of niche market's companies as case studies to explore current thinking around niche market. The author suggests possible ways for development of the niche market in the future. The article gives a comprehensive and clear idea of the current understanding of niche market. This article will be useful in my own research as I develop a clear theoretical framework to improve policy of niche market's companies and possible ways of framing niche market's situation for the future.


business; market; marketing; niche; segmentation;

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