The Importance of Niche Marketing in Creating Sustainable Differential Advantage of National Corporations for Food Industries in the Republic of Yemen

This thesis seeks to investigate of the importance of niche marketing in creating sustainable differential advantage of National Corporations for Food Industries in the Republic of Yemen through focusing at studying the extent of applying two key criteria of niche marketing (market segments and positioning). In particular, this thesis measures the level of perception of managers and staffs of marketing management (the study sample) on niche marketing and the effect of niche marketing on creating sustainable differential advantage. In response, based on a review of the literature, this thesis develops a model reflects the
expected relationship between niche marketing and sustainable differential advantage. Furthermore, it presents and discusses findings from a questionnaire of 82 respondents of managers and staffs of marketing management at seven national corporations for food industries in the Taiz Governorate in Yemen by using the descriptive analytical statistics methods (Cronbach's coefficient alpha
(reliability test), frequencies, percentages, means, standard deviations, T-Test and One Sample Test, Chi-Square Test and Correlation Coefficient (Spearman)).. The findings of this thesis largely support the hypothesised relationships proposed in the theoretical model. Specifically, the results revealed that there is a significant, (moderate) and positive correlation between niche marketing and sustainable differential advantage creation of the National Corporations for Food Industries in Yemen (r = 0.612, p < .01) This thesis contributes to theoretical and practical knowledge by providing for the first time, evidence about relationships between niche marketing and sustainable differential advantage.