CAPTURING NEW MARKETS: HOW SMART COMPANIES CREATE OPPORTUNITIES OTHERS DONíT
29.06.2011 01:30 - 03:30
Bay Area Business Executives Meetup Group
CAPTURING NEW MARKETS: HOW SMART COMPANIES CREATE OPPORTUNITIES OTHERS DON’T
New markets drive growth. Eight percent of today’s U.S. economy stems from industries that did not exist 20 years ago. Even in established industries, new markets have propelled the success of firms as diverse as Green Mountain Coffee, Enterprise Rent-A-Car, and Netflix. Procter & Gamble, Apple, Google and five other Fortune 10 firms owe much of their growth to creating a succession of new markets, from fabric softener to the iPad. In the context of an economy marked by turbulence and change, new markets look set to become an ever-increasing component of corporate and economic growth.
The traditional strategy toolkit is poorly suited to cracking new markets. Market share, competitive benchmarking, margin trends, and other classic approaches accomplish little when the customer, nature of demand, product, sales channel, and extent of competition are all uncertain. In new markets, companies need to prioritize:
· Generating demand
· Timing market entry appropriately
· Direct customer contact
· Winning in targeted footholds
· Retaining flexibility
In this talk, business strategist Stephen Wunker will explore how strategies for new markets diverge in fundamental ways from traditional approaches, and what practical steps companies can take to act quickly on these insights.
Pre-order this book now and get it autographed at the event!
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 firm with offices in Boston, Johannesburg, and Birmingham, England dedicated to helping companies find, enter, and win in new markets. He lives near Boston.
PRAISE FOR CAPTURING NEW MARKETS
"Capturing New Markets offers a new and rigorous toolkit that charts a clear path to this business imperative. This is a major new contribution to the field with practical takeaways just when we need them most."
--Vijay Govindarajan, Professor at Tuck School of Business at Dartmouth College, and First Professor in Residence and Chief Innovation Consultant at GE
"Prepare to have your existing concepts of new markets turned upside down. This is not another academic 'thought experiment,' but a practical, experience-driven manual for all who aspire to enhanced growth. New markets are all around us--not just in the developing world. Wunker provides fresh perspectives in an extremely readable how-to manual that will allow the reader to discover unmet need and enter new markets wherever they are. All in all, an essential read for every new market pioneer."
--Dr. Garry Neil, Corporate VP for Science & Technology, Johnson & Johnson
"Capturing New Markets reveals critical patterns underlying why some new ventures become big businesses, and others do not. The journey to creating new markets can be full of uncertainty, and understanding these patterns provides a big advantage to informed entrepreneurs."
--Charles Warden, Managing Director, Versant Ventures
"While new markets fuel business growth, traditional approaches to marketing and strategy can be poorly suited to these super-dynamic environments. Through abundant and engaging examples, Capturing New Markets shows you how to establish priorities and tap growth opportunities with lower cost, lower risk, and higher impact."
--Anish Shah, President & CEO, GE Capital India
"Intensifying competitive environments require that all companies continually think about and explore new growth opportunities. Capturing New Markets provides critical guidance on how to evaluate and build new markets with a creative yet disciplined approach."
--Brad Gambill, Chief Strategy Officer, Singapore Telecom
"Capturing New Markets is a compass for business transformation. The book combines fascinating stories with clear takeaways that enable readers to chart their long-term courses and to begin with concrete steps tomorrow morning."
--Greta Metts, Head of Global Marketing Innovation and Business Transformation, Boehringer-Ingelheim Pharmaceuticals
"Entrepreneurs are barraged with urgent issues, and it is easy to lose sight of strategy. Amidst all the pressing things you have to do in building a business, make it a priority to read Capturing New Markets. This book gives succinct and powerful advice that can save you immense amounts of time and money while substantially boosting your odds of success."
--Suneet Wadhwa, cofounder of Snapfish.com and Serial Entrepreneur
"Wunker has created a valuable tool for anyone seeking to drive meaningful change in a market or an organization. Bridging theory to case studies, he creates effective, practical and actionable advice for those seeking opportunity within change."
--Meredith Baratz, Vice President, Market Solutions, UnitedHealthcare
"In fast-moving markets, leaders can never rest. Capturing New Markets lays out a clear and convincing route for how big companies can act like nimble entrepreneurs in building new sources of growth."
--Ingrid Johnson, CEO Retail and Business Banking, Nedbank
Gourmet dinner and wine are included!
Mountain View, CA 94043 - USA Tuesday, June 28 at 6:30 PM Photo: http://photos4.meetupstatic.com/photos/event/3/1/d/event_2460797.jpeg Attending: 15 Fee: Price: USD 20.00 per person Details: http://www.meetup.com/BayAreaExecutives/events/23389111/
Samovar Conference Hall - 1077 Independence Ave - Mountain View, CA 94043 - USA