ABSTRACT

It is easy to believe that, when it comes to strategy, bigger is better. Several of the strategies are not exclusively strategies for small players, but four of them, First Mover, Independent, Autolycus and Piggyback, are based on exploiting a freedom of movement and/or nimbleness that is much easier for small organisations than for large ones. In Shakespeare's A Winter's Tale, the character of Autolycus is described as A snapper-up of unconsidered trifles. Well executed, the Autolycus strategy moves from being just the opportunistic seizing of valuable market share to one that builds a symbiotic relationship with the larger player. Usually, the stability of the Autolycus strategy depends on the main actor not spotting how much value they are missing out on. First Mover advantage is simply a strategy based on being there first. The Mouse strategy consists simply of being too small and inconspicuous to notice or at least for a Gorilla to notice or bother with.