Capturing New Markets: How Smart Companies Create Opportunities Others Don’t

by Wunker, Stephen

• ISBN13: 9780071767446
• ISBN10: 0071767444
• Edition: 1st
• Format: Hardcover
• Copyright: 2011-05-19
• Publisher: McGraw-Hill

Summary

Create and dominate new markets to escape commoditization and spur business growth! New markets are your best shot at growth, but to win them you'll need the right toolkit. Drawing on dozens of industry interviews, in-the-trenches personal experience, and extensive research, this book lays out how companies can find, enter, and win in new markets--and organize themselves to tackle the mission successfully. Combining a fast-moving narrative with practical insight, Capturing New Marketsupends traditional approaches with the kind of counterintuitive strategies that are necessary to meet the unique challenge of new markets. You'll learn how to: Leverage new markets to turbo charge your company's growth engine Spot opportunities to create new markets Assess the growth prospects and viability of markets that don't yet exist Target a new market's first customers Choose between two major alternatives to sales channels Time market entry to be either a first mover or a fast follower Tackle emerging markets profitably Enable large companies to approach new markets nimbly Catalyze the growth of new markets through public policy Through more than 150 examples, ranging from Roman Egypt to current headlines, Capturing New Marketsshows how to beat the odds and grow in any economy.

Table of Contents

Preface	p. ix
Acknowledgments	p. xix
Why New Markets Matter	p. 1
Finding New Markets	p. 21
Assessing What Doesn't Exist	p. 49
The First Customers	p. 77
Paths to Market Penetration	p. 91
Entering at the Right Time	p. 111
Fulfilling the Potential of Emerging Markets	p. 135
Enabling the Corporation	p. 153
A Catalytic Role for Government	p. 187
Afterword	p. 203
Notes	p. 215
Bibliography	p. 239
Index	p. 247
Table of Contents provided by Ingram. All Rights Reserved.