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Facing globalization and industrial revolution 4.0 requires companies to continue innovation to maintain their existences. Innovation can be carried out well if the company can absorb and apply the latest technology to increase the efficiency of its business. Firms that are unable to adapt to technology will not be able to compete with their counte...
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Whether for small or big businesses, growth is essential for survival. Extant literature, proffers niche marketing as an attractive strategy for small business survival. However, given the nature of niches, a number of growth strategies may not be viable for a niche firm. Based on the review of literature, interview and using the University of Beni...