Big name company or smaller company?

Big name vs. small name is much less an issue with cables than with most other components, which may need to be serviced some day.I suggest you find the cables that you like best in your system and then worry about resale. Use the Cable Company (www.fatwyre.com) or various dealers to try at-home auditions of good candidates. Zen and Coincident could both be good choices for you, as could some of the "big" names you mentioned.

Don't let yourself be influenced by the cable companies marketing. Almost every single cable company outsources their production...they're not manufacturers...so resources aren't even an issue. Big companies also have more money to throw at reviewers in the form of free demos, trips, wining and dining, hookers, etc. :-) Most cables are way way overpriced (whether people want to admit that or not). I have Cardas cables (mostly Golden Cross...purchased used) and I think they're great, but I also think the Coincident is as good or better at 30% of the price. JPS cables are also very good, and many rave about HomeGrown audio's silver cables. I would definitely recommend checking all options. Don't let the price or the name fool you, and don't forget about the used market.

Big companies hae a proven track record. Big are spending money on advertising ,and ??? coasting on a reputation? Big sometimes get crummy and live off the past.
New/small companies have to provide more for the buck or die. Small may be a fly-by-night out for a quick buck?
Just some ideas tossed out. For cables it's hard to say.
For major electronics I personaly would be VERY hesitant to buy from a startup...