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Using digital marketing as a means to support niche positioning: Belgian Hidden Champions cases for examination

Van Belle, Sacha
(2024)

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VANBELLE_24111800_2024.pdf
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VANBELLE_24111800_2024_APPENDICES.pdf
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Details

Supervisors
Kamp, Bartholomeus
Faculty
Louvain School of Management
Degree label
Master [120] : ingénieur de gestion, à finalité spécialisée
Abstract
This thesis investigates the role of digital marketing in supporting niche positioning, specifically focusing on Hidden Champions (HCs). Given the limited research on how digital marketing impacts HCs, this thesis aims to fill that gap by analyzing Belgian HCs, their marketing strategies, and digital marketing usage. A literature review was conducted to explore niche markets, niche marketing strategies, and digital marketing tools such as social media and data analytics. Following this, a qualitative study involving semi-structured interviews with representatives from four Belgian HCs was conducted. The findings reveal insights into the application, effectiveness, and challenges of digital marketing in enhancing niche positioning. Recommendations are provided for organizations looking to leverage digital marketing to strengthen their niche market strategies.