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Marketbusters: 40 Strategic Moves That Drive Exceptional Business Growth by Ian C. Macmillan, Rita Gunther McGrath

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6

EXPLOIT EMERGING OPPORTUNITIES

UP TO THIS POINT, this book has dealt primarily with existing markets and industries having reasonably definable boundaries. In this chapter, we examine those rare instances in which significant changes have led to the creation of entirely new markets or industries. We shift from looking at customers, segments, and industries to looking at the dynamics that sometimes lead to major shifts in needs, which in turn can lead to major opportunities.

Chapter 5 looked at forces that affect all players in an industry— you and your competition together. The issues we explored there had to do with exploiting more or less regular trends and cycles at an industry level. In this chapter, we talk about opportunities that ...

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