Disruptive innovation in practice
New Markets Blog
Read more in Capturing New Markets: How Smart Companies Create Opportunities Others Don't (McGraw-Hill, 2011)
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In established markets, launching a new offering often means targeting the biggest, most important customers. A consumer goods company sells to WalMart, a telecom equipment firm sells to Vodafone, and so on. New markets should be completely different. The first customers in a new market are a foothold to broader market penetration. Read why this strategy is critical, how it can be executed, and how it proved vital in establishing Africa's first mobile commerce business in this piece I wrote for The Conference Board Review.
Stephen Wunker is the Managing Director of New Markets Advisors and the Author of Capturing New Markets: How Smart Companies Create Opportunities Others Don't