Small vs. Large: How the Davids Can Play With the Goliaths

Smaller marketers also have advantages over larger ones, I pointed out.

1. They’re not forced to grow when it doesn’t make sense.

2. They’re more flexible.

3. They often have a higher ratio of smart managers at the top.

4. Sticking to a narrow niche lets them target a core of loyal customers with unique products, while avoiding competition from larger catalogers uninterested in such small market segments.