The Vicious Circle. Managing the Strategic Dilemma. Some Critical Incidents. They are closely linked and it is detrimental to success if the two do not match. Volume is to aim at high volume dominance or a small volume niche.
Big companies are more visible and can therefore add Image more easily.
They can also spread their investments in corporate knowhow over a larger volume. Companies aiming at high volume strategies must be good at attracting and keeping personnel and be very good in matching teams and customers. They must be prepared to fight also with price in order to win most projects available on the market. First of all, it is easier to manage a small operation. There are also many competent key people who prefer to work in small units with good chemistry and individual treatment.