Introduction: The Truth about Niches
Chapter 1. Is There Really Such a Thing as a "Niche Strategy"?
Chapter 2. Where Did All the Good Niche Strategies Go?
Chapter 3. Know When to Hold 'Em ...
Chapter 4. Niches Are Born, Live, and Die within Larger Markets
Chapter 5. Small Is Beautiful, but It Can Be Pretty Big Too
Chapter 6. How to Find and Nurture a Stable, Defendable, and Profitable Niche
Chapter 7. Nine Endgame Niches
Chapter 8. How to Find and Structure an Endgame Niche
Chapter 9. The Unexploited Potential of the Endgame Niches
Chapter 10. Tales from the Front: 15 Niche Fighter Stories
COSMOTE: Ringing Success in a Regional Niche
Mercator: The Regional Niche Well Sold
BMW: Sporty Driving from a Product Niche
NetJets: Flying High in a Target-Group Niche
Gorenje: Sold-Out Success in the Innovation Niche
Swatch: Timing the Right Move from One Niche Strategy to Another
Zara: A Product Niche Strategy with a Fast-Fashion Twist
Alcan: From Counter Niche to Global Consolidator ... to Endgame Acquisition
Ducati: Keeping a Stable Branding Niche Strategy
Red Bull: How a Product/Branding Niche Charges Ahead
Apple: From Product/Branding Niche to Innovation + Counter Niche = Surprises All Around
RHON-KLINIKUM: Lightning Consolidation Cures Sick Hospitals
Mittal Steel: The Quintessential Lightning Consolidator Melts the Steel Sector
KPMG: Intelligent Use of the Cooperation Niche
Sabre: Market Splitter Takes Flight
Appendix A. About the Stable Endgame Niche Strategies Study
Appendix B. Distribution of Stable Endgame Niches-Summary
Appendix C. The 600 Stable Endgame Niche Fighters
