Issue 86 - 06 | How to Capture a New Market

By Stephen Wunker
Published Sept. 7, 2011 10:00 a.m.
“How do you capture a new market? There’s a lot of traditional business strategy you need to throw out the window. New markets are too poorly understood and change too quickly for the standard approaches of graphing trend lines and computing market share. Here are 10 approaches that work—for businesses and the people within them—when the market is fuzzy and in flux … ”

About Stephen Wunker | Stephen Wunker is an entrepreneur and widely-published strategy consultant who has created successful ventures for his own companies and clients across six continents. He has led teams that developed some of the world’s first mobile Internet devices, mobile commerce businesses, and mobile marketing campaigns. After earning degrees from Princeton, Columbia, and Harvard Business School, he became a long-time colleague of Harvard Professor Clayton Christensen in building out a consulting practice based on Christensen’s research on disruptive innovation. Wunker now leads New Markets Advisors, a global firm dedicated to helping companies find, enter, and win in new markets. His new book is Capturing New Markets: How Smart Companies Create Opportunities Others Don’t.

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