‘Making a market’, or creating a need for something no-one has experienced before, is difficult enough for the most well-known sellers, but for entrepreneurs it is doubly so. To overcome the hurdle of succeeding with a new product, they need to work not only on the innovation itself but also on educating potential customers. This research sets out an approach to market-making for entrepreneurs in certain complex markets.
To read the full text on this Idea you will need to log-in or register with the Ideas for Leaders site. Please click here to log-in and here to register for the first time.
If you are a member of one of our Sustainable Leadership Communities you can log-in using your SLC log-in details, with your email prefixed by the community group you are in. eg: uk.jane.fraser@abcgroup.com
Ideas for Leaders is a free-to-access site. If you enjoy our content and find it valuable, please consider subscribing to our Developing Leaders Quarterly publication, this presents academic, business and consultant perspectives on leadership issues either as a digital subscription, or better still in a beautifully produced, small volume delivered to your desk four times a year.
For the less than the price of a coffee a week you can read over 650 summaries of research that cost universities over $1 billion to produce.
Use our Ideas to:
Speak to us on how else you can leverage this content to benefit your organization. info@ideasforleaders.com
