Big name company or smaller company?

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...

I assume by cables you mean interconnects, not speaker cables. If so, the two interconnects I'd recommend for best VALUE (price vs. performance) are the Kimber Silver Streak, and either the Silver Solution or Silver Lace by HomeGrownAudio. I own both, and think both are excellent buys. You can buy the HomeGrownAudio interconnects as kits, do the soldering yourself, and save some money if you are on a budget. If you decide to go with the Kimber Silver Streak and are in no hurry to make the purchase, watch for used ones on Audiogon, or check out "UsedCables" (www.usedcables.com).

Some companies are small and some what unknown however spend much time and funds with research (as mentioned by Elizabeth). Their products however can be excellent! One such company I use is Silver Audio. (silveraudio.com) I highly recommend you take a look/listen.

I have found that you can get great products at non-inflated prices with the smaller companies. In the past I have used Kimber Select and Cardas and really liked the products. They also cost me $$$$$. I recently baught a pair of ZuCable OxyFuels on auction. They are a small company but the cables sound better than anything I have heard so far at a fraction of the price. Bigger is not always better!