Exploring the Influence of Blue Ocean Strategy and Niche Marketing on the Growth of SMEs in Gombe Metropolis

Abstract

In today’s rapidly evolving business landscape, the challenges 
of competition have driven organizations to seek innovative 
strategies to secure their survival and growth. Small and Medium 
Enterprises (SMEs), which form the backbone of many economies, 
are particularly vulnerable to these challenges. As global markets 
expand and customer preferences diversify, traditional approaches 
to business management often fail to address the dynamic nature 
of competition, leading to stagnation or decline in enterprise 
performance.