LAUSR

The purpose of this study is to examine how small and medium enterprises (SMEs) with a lone designer strategically position themselves relative to large organizations (LOs). Based on a study of small design firms, the results suggest that SMEs with a lone designer manage a portfolio of internal positioning strategies (experimentation, design consistency, speed of execution, and networked communities) and external positioning strategies (personalized services, experimentation, and credibility) to differentiate from LOs. Furthermore, the results indicate SMEs’ positioning strategies may vary depending on their firm size. This article contributes to the SME positioning literature and the dialectic on team versus lone effort.