(5) “Think Small to Grow Your Business: Creating Micro-niches Using Resonance Marketing ”
By H. H. Friedman and L. W. Friedman
Available at: http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2375433
Abstract: The Internet has made it relatively easy to start a new business. It is now possible to go after target markets that are extremely small. Resonance marketing can enable a small business to find new market niches and charge premium prices. The advantages of using resonance marketing to target micro-niches are discussed. The organizations that will thrive in the extremely competitive Global Internet Age are the ones that know how to be resilient and can adapt. This often requires using resonance marketing and going after several micro-niches rather than staking everything on one large market segment.
(4) “Workplace Diversity: The Key to Survival and Growth”
Business Quest, 2002,
By H. H. Friedman and T. Amoo
Available at: http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2344566
Abstract: In this article the authors discuss why workforce diversity might be vital to ensure success in today’s knowledge economy. Contended is that firms that want fresh ideas, strong growth, a positive company image, fewer discrimination lawsuits, and an enhanced ability to hire qualified workers should be aggressive about workforce diversity.
(3) “The Use of Information Technology to Create a Better Workplace for Individuals with Disabilities”
Management Online Review, August 18, 2008, By R. F. Adler, H. H. Friedman, L.W. Friedman
Available at: http://www.morexpertise.com/download.php?id=101
Abstract: Computer and information technology has made it increasingly easy for disabled people to join the workforce. This paper describes how computer technology can play a role in accomplishing this goal and it examines new and existing technology that can be used to accommodate individuals with particular disabilities, specifically, visual impairment, hearing impairment, speech impairment, learning disabilities, autism, mobility impairment, the elderly, and those with mental health problems - in many cases, promising examples of possible future assistive technology are presented. The disabilities market consists of 750,000,000 people worldwide and is growing rapidly. About 20% of the population of the Unites States is disabled; 25% of the population of the European Union is disabled. Moreover, every demographer is predicting that there will be huge labor shortages in many countries in the near future. It is crucial for firms to find ways to hire more disabled employees since, for one thing, they can be the engine for generating and developing new product ideas for this important group. The diversity we seek to achieve in the workplace includes not only gender and ethnic background, but disability as well.
(2) “Frontiers in Multicultural Marketing: The Disabilities Market”
Journal of International Marketing and Marketing Research, February 2007, 32(1), 25-39.
By H. H. Friedman, T. Lopez-Pumarejo, and Linda W. Friedman
Available at: https://www.researchgate.net/publication/263760005_Frontiers_in_Multicultural_Marketing_The_Disabilities_Market?ev=prf_pub
Abstract: The multicultural segment that is the disabilities market consists of 750,000,000 people worldwide and is growing rapidly. About 20% of the population of the Unites States is disabled; 25% of the population of the European Union is disabled. The authors argue that all firms should study this market carefully. It is crucial for the corporate world to make their products disabled-friendly, run advertisements that show the disabled using products, and create new products for this growing market. Firms that ignore the disabled market are being myopic and foolish.
(1) “The Largest Minority Group: The Disabled”
Business Quest. August 2006,
By H. H. Friedman, T. Lopez-Pumarejo, and Linda W. Friedman
Available at: http://www.westga.edu/~bquest/2006/disabled.pdf
Abstract: The disabilities market consists of about 54 million people and will probably double in size within 15 years; it has an aggregate income of over one trillion dollars. Many firms treat this market as they would a charity case, or worse, totally ignore it, when it is in reality a very significant market. The authors discuss the role of corporate diversity in marketing to the disabled and note that disabled employees in the workforce can be the engine for generating and developing new product ideas for this significant part of our population.