Gartner Research

Market Insight: The Top 12 Benefits of Being a 'Smaller' Provider and How to Use Them

Published: 12 September 2016

ID: G00314759

Analyst(s): Rob Addy

Summary

A lack of scale need not be a commercial handicap. It can be a strength. Emerging providers often have many advantages over larger more established players. Marketers must use those strengths to differentiate themselves and demonstrate why they deserve to prevail over their larger rivals.

Table Of Contents

Analysis

  • The 12 Big Benefits of Being Small
    • Agility
    • Commercial Flexibility
    • Ability to Offer Multiple Pricing Models
    • Commercial Relativity
    • Input Into Product Futures/Roadmap
    • Lower Overheads
    • Contained Scope Contentment
    • It's Not Just Business — It's Personal
    • Resolute Business Focus
    • Responsiveness to Issues
    • Higher Average IQ per Employee
    • Less Likely to Cause the Procurement Beast to Awaken

Background and Context

The Impact

Conclusion

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