Small Giants
Reviewed on: 28/06/2007
Small companies, more than the larger MNE superstars, need to keep their eyes on the ball. Successful small companies can decide to serve market segments such as businesses rather than consumers, or customers in selected industries with similar needs, or a specific geographical area. These decisions enable the smaller company to tailor product and service offerings to the target market, entice the customers, and enjoy more profit than those in the central marketplace.
For the 14 small companies profiled here, success comes by getting richer, not by getting bigger. Burlingham's central conceit, that these are companies that excel in generating "mojo," may seem abstract at first, but he helps the reader by focusing on issues like community relations and customer service. The owners he interviews speak from hard-won experience about resisting the pressure to simply keep expanding or sell the company to the highest bidder and staying true to their original visions for excellence.
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