The use of proactive niche market strategies in three global Swedish
steel firms is examined by means of in-depth case studies, which illustrate
how the five characteristic activities can enable firms to achieve
above-average profitability over time. The Swedish steel industry,
which was traditionally a mature bulk-producing industry but today
consists of several niche players, serves as a fitting empirical context
in which to develop an enhanced understanding of successful proactive
niche market strategies.