- Why new markets matter
- Finding new markets
- Assessing what doesn't exist
- Targeting the first customers
- Paths to market penetration
- Entering at the right time
- Fulfilling the potential of emerging markets
- Building corporate capabilities to tackle new markets
The leading business book summary publisher Soundview has released an eight-page summary of Capturing New Markets: How Smart Companies Create Opportunities Others Don't. The summary covers topics including:
One of the surest routes to business success is to capture a new market, but this can be fiendishly difficult to accomplish. A big challenge is that the principles for success in these markets can be completely distinct from those that are taught in business schools, which tend to focus on markets that already exist. In a slide presentation for the website Change This (part of the leading online business bookseller 800 CEO READ), I've extracted ten principles from my book Capturing New Markets that describe many of the success factors needed. Download the presentation here.
Stephen Wunker is author of Capturing New Markets: How Smart Companies Create Opportunities Others Don't (McGraw-Hill, 2011).
The American Management Association has posted a podcast of its in-depth interview with Steve Wunker regarding Capturing New Markets: How Smart Companies Create Opportunities Others Don't (McGraw-Hill, 2011). The interview covers themes including how new markets form, how to blast through barriers to market penetration, when is the right time to enter new markets, and many other topics. Download the podcast here or stream it here.
This week marks the publication of Capturing New Markets: How Smart Companies Create Opportunities Others Don't. The book is being released worldwide by McGraw-Hill. It draws from my personal industry-building experiences, a wide range of academic literature, as well as business history and current headlines.
Capturing New Markets covers topics such as how to find latent needs, assess markets that don’t exist, target foothold customers, select channel partners, time market entry
appropriately, succeed in emerging markets, and organize large companies to pursue new markets nimbly. These topics build on the foundation of my mentor, Harvard's Clayton Christensen, while extending in new directions. Through more than 150 examples, from Roman Egypt to the iPad, the book shows how the principles of market creation have illustrated themselves time and again throughout business history.
More information about the book is available at its website. The book can also be ordered from Amazon.com and other major booksellers, in hardcover and in major e-book formats.
Why do some great ideas languish in obscurity, while others take hold fast? Eight factors explain the difference in speed of market penetration. See how they work in this short video released today by our publisher, McGraw-Hill.
The video is adapted from the chapter titled "Assessing What Doesn't Exist" in Capturing New Markets: How Smart Companies Create Opportunities Others Don't.
New Markets Blog