Creating and Dominating New Markets

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AMACOM Div American Mgmt Assn, 2002 - Business & Economics - 241 pages
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Creating and dominating a brand new market is the Holy Grail for business owners and managers. Having no competition means that you can make and survive mistakes, attract and keep top talent, and price to market rather than to competitive pressure. What's more, when you prove that your're a market visionary, you can expect increased profits and higher stock prices to reward your efforts. And you'll enjoy the excitement and satisfaction -- the sheer fun -- of creating something new. But for every new market success, there are countless enterprises that burn millions of dollars trying and failing to create a viable market. How can companies avoid such failures? Creating and Dominating New Markets gives you a blueprint for doing just that. Packed with specific applications and ideas, this breakthrough book shows you how to emulate the remarkable triumphs of savvy companies like Microsoft, FedEx, and Palm. It recounts the fascinating stories behind market-creating companies like Daimler at the turn of the century and America Online at the dawn of the Internet age. The book explains how to formulate a plan for market domination, first by tackling basics -- like what factors all successful new market ventures have in common -- and then by exploring how to determine the right niche to target.
 

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Creating and dominating new markets

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Meyer heads a consulting group in California that helps businesses create and dominate markets with new products. According to Meyer, "new markets are the product of someone's recognizing a ... Read full review

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Contents

The Mystique and Challenges of New Markets
3
Balancing Your Resources and Your Opportunities
29
Its the Problem That Matters
51
Choosing the Best Risk
71
What New Markets Are Available to You?
93
Applications of the Strategies
111
Funding the New Market Effort
113
What Role Does the Customer Play?
141
Building and Dominating Markets Through Involvement
159
What Is the Role of Information Technology?
181
Using Credibility in Creating and Dominating Markets
201
Whats Next?
217
Notes
227
Index
233
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