We are a nation of consumers that are obviously enamored with bigness.

... We are a nation of consumers that are obviously enamored with bigness. Based on what sells best, American consumers want their meals and drinks big, their houses huge and their cars gigantic. Other cultures seem to have an affinity for smaller things, but bigness dominates almost every facet of our consuming life. In that context, it's amazing how many small businesses prosper among giant restaurant chains and big-box retailers that are called "category killers" for a good reason. Actually not all small firms do prosper or even survive, but so many do that it is worth examining what kind of marketing enables a small firm to compete successfully among the goliaths. The marketing strategy for overcoming the vulnerability of being small among giants, who may only think of you as a light lunch, is a bit like some of survival strategies that small mammals have employed for millennia: find a niche where

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