How Smart Companies Create Opportunities Others Don't

Discover What Drives Triumph and Failure in New Markets

Whether you work for a huge corporation or for yourself, Capturing New Markets provides you with strategies to win in a business environment more turbulent than ever, and with practical approaches that can get you started immediately.

Capturing New Markets reveals:
  • How upstarts like Zipcar and Nintendo seized openings that Hertz and Atari missed
  • How repeated winners like Philips and Pearson find and assess markets that don't yet exist
  • How companies ranging from start-ups to giants can organize themselves to prevail on new playing fields
  • Which counter-intuitive approaches make the difference between new market stars and also-rans
DOWNLOAD BOOK PREFACE>

Named One of the Top Five Business Books of 2011


​General Electric

“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.”

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​Vijay Govindarajan, Professor at the Tuck School of Business at Dartmouth College and First Professor in Residence and Chief Innovation Consultant at GE

​UnitedHealthcare

“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.”

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​Meredith Baratz, Vice President, Market Solutions, UnitedHealthcare

​Boehringer Ingelheim

“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.”

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​​Greta Metts, Head of Global Marketing Innovation and Business Transformation, Boehringer-Ingelheim Pharmaceuticals
 
​​Johnson & Johnson

“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.”
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Dr. Garry Neil, Corporate VP for Science and Technology, Johnson & Johnson

GE Capital

“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.”

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​Anish Shah, President & CEO India, GE Capital

Ned Bank

“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.”

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​​Ingrid Johnson, CEO Retail and Business Banking, Nedbank

​Singapore Telecom

“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.”
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Brad Gambill, Chief Strategy Officer, Singapore Telecom

​BizEd

“Wunker examines the strategies companies must embrace to identify, assess, and enter new markets...Wunker does an excellent job of helping CEOs and entrepreneurs recognize the next big thing.”
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Book review in BizEd Magazine, The Leading Voice of Business Education

​The Irish Times

“Books on corporate strategy frequently fail to live up to the promises on their jackets. It is not easy to strike a good balance between bland observation and academic inaccessibility. In this book about finding and succeeding in new markets, Stephen Wunker gets the formula right, blending research, case studies and strategic analysis in a free-flowing text…Wunker has produced an excellent, thoroughly researched and accessible book on corporate strategy that should be of value to entrepreneurs and managers seeking to move established businesses in new directions.”
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Book review in the Irish Times

​CanadaOne

“The manner of writing and organization of this book is excellent. It avoids the convolution and inaccessibility common in academic writing, yet doesn’t make simple conclusions based on casual observations, balancing both readibillity and intelligence. A list of bullet points both introduces what will be discussed and summarizes the key points in every chapter, and a variety of comparative charts and graphs present information in a way that is easy to absorb. Simply put, Capturing New Markets is a great book. It is a thorough, well-written and well-evidenced piece on corporate strategy that provides guidance on how to identify, build, and succeed in new markets in a creative yet disciplined manner.”

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​Book review in CanadaOne

​Business Daily

“The author describes, in an often very counter-intuitive manner, why new markets really matter, what those new markets really mean, and how to capture those opportunities for creating growth and new consumption patterns…the power of the book is how Stephen Wunker combines a strong theoretical framework for finding, developing, and dominating new markets, with the practical means to put an effective strategy in place to exploit the new market profitably and effectively. The book teaches businesses of all sizes how to locate and recognize the signs of a profitable new market, and how to exploit it fully, including the application of strategies not usually associated with traditional corporate market development…Read the very user friendly and essential book.”
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Book review in Business Daily

​UnitedHealthcare

“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

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