TY - JOUR
T1 - New media in marketing redefine competitive advantage
T2 - A comparison of small and large firms
AU - Lynn, Gary S.
AU - Maltz, Alan C.
AU - Jurkat, Peter M.
AU - Hammer, Michael D.
PY - 1999/2/1
Y1 - 1999/2/1
N2 - 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.
AB - 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.
KW - Competitive advantage
KW - Market research
KW - Marketing communications
KW - Media
KW - New technology
KW - Small firms
UR - http://www.scopus.com/inward/record.url?scp=0002987302&partnerID=8YFLogxK
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U2 - 10.1108/08876049910256041
DO - 10.1108/08876049910256041
M3 - Article
AN - SCOPUS:0002987302
SN - 0887-6045
VL - 13
SP - 9
EP - 20
JO - Journal of Services Marketing
JF - Journal of Services Marketing
IS - 1
ER -