Thinking Creatively about Your Market: Crisps, Perfume and Business Strategy |
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Authors: | Paul Geroski |
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Institution: | London Business School |
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Abstract: | This article starts from the premise that "identifying a market is, in effect, identifying a business". Bringing together economics, marketing and strategy, it seeks to extend the ways that managers can identify and develop existing and new markets – and therefore businesses. It concludes by setting out a three-stage process by which managers can distinguish which business opportunities to select. |
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