New media in marketing redefine competitive advantage: A comparison of small and large firms

Gary S. Lynn, Alan C. Maltz, Peter M. Jurkat, Michael D. Hammer

Research output: Contribution to journalArticlepeer-review

20 Scopus citations

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.

Original languageEnglish
Pages (from-to)9-20
Number of pages12
JournalJournal of Services Marketing
Volume13
Issue number1
DOIs
StatePublished - 1 Feb 1999

Keywords

  • Competitive advantage
  • Market research
  • Marketing communications
  • Media
  • New technology
  • Small firms

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