New markets have powered the greatest business successes in
history, from Standard Oil to Facebook. How can you discover and
pursue new markets to make your business thrive?
In Capturing New Markets, world-renowned business strategist
Stephen Wunker argues that the first step is to stop applying
traditional formulas of success and understand the unique dynamics
in fast-changing new markets. He guides you through the process of
creating counterintuitive strategies, such as treating competitors
as collaborators, timing market entry, and targeting narrow niches
before big customer segments.
Whether you work for a huge corporation or for yourself,
Capturing New Markets helps you find new sources of growth. Based
on Wunker''s groundbreaking work with Clayton Christensen--the
Harvard Business School legend who coined the term "disruptive
innovation"--plus Wunker''s extensive experience in the trenches,
this practical and fascinating guide shows how companies:
Identify, create, and dominate new markets
Avoid the pitfalls of commodization and find new ways to
grow
Develop and sustain new sources of growth into the future
Drawing on dozens of case studies plus data-driven research, this
revolutionary approach to business shows you how to turn new
markets into the drivers of growth--propelling you and your company
into a whole new world of opportunity. You''ll learn how to
anticipate customer demands and meet emerging needs before anyone
else does. You''ll discover how to spot ideas ready for explosive
growth, and how to lead new markets while your competitors are just
waking up to the opportunity. You''ll also see how to make these
strategies work in companies that are both small and very
large.
Capturing New Markets upends traditional thinking about business
strategy, showing what will work in a new economy marked by
turbulence and change. This is the resource you need to transform
industries and the prospects of companies within them.
目錄：
Preface
Acknowledgments
Chapter 1 Why New Markets Matter
Chapter 2 Finding New Markets
Chapter 3 Assessing What Doesn''t Exist
Chapter 4 The First Customers
Chapter 5 Paths to Market Penetration
Chapter 6 Entering at the Right Time
Chapter 7 Fulfilling the Potential of
Emerging Markets
Chapter 8 Enabling the Corporation
Chapter 9 A Catalytic Role for Government
Afterword
Notes
Bibliography
Index
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