Market Niches – The Direction of Programme-Market Restructuring

Abstract

In this conceptual and empirical article we brought into focus the market niches which are defined as a newly discovered or created market area formed by a group of customers characterised by a specific demand that can be satisfied merely by an adjusted, unique and highly differentiated offer. Our final conclusion is that in the changed business circumstances as a consequence of processes of globalisation and integration, market niches and narrowly defined segments are the opportunities of companies from transitional countries (e.g. Slovenia) in international markets.