Contemplating taking an existing or new product / service into a
new market? A systematic analysis of 14 critical market segment
attributes should be considered before any additional company
resources are applied to any new market pursuit.
Sometimes it is obvious that entering a new market is a “no
brainer” or it is perceived as the “right thing to do” because
a competitor has taken the plunge or a handful of existing
product or service users, within that market segment, are
asking for your market participation.
Taking on a new market is an integrative decision process,
cutting across
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