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Survival Under Aggressive Competition: A Microenterprise Case
Abstract
The purpose of this chapter is to examine whether competitive strategies are helpful for small firms to survive when the intensity of rivalry is high. The research scope is a case of microenterprise that operates in industrial machinery and components sector in Istanbul, Turkey. Throughout a 12-year period, the critical incidents that the firm confronted in the competitive environment, its reactions to those challenges, and the consequences are evaluated under the framework of business strategy. Consequently, it is observed that differentiation strategies served the microenterprise to grow even under aggressive competition. The analysis is expected to contribute to the development of managerial skills in small firms, which constitute a large portion in economic activity.
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