Are you ready for the future‎?‎ New markets have powered the greatest business successes in history‎,‎ from Standard Oil to Facebook‎.‎ How can you discover and pursue new markets to make your business thrive‎?‎ In Capturing New Markets‎,‎ world‎-renowned business strategist Stephen Wunker argues that the first step is to stop applying traditional formulas of success and understand the unique dynamics in fast‎-changing new markets‎.‎ He guides you through the process of creating counterintuitive strategies‎,‎ such as treating competitors as collaborators‎,‎ timing market entry‎,‎ and targeting narrow niches before big customer segments‎.‎ Whether you work for a huge corporation or for yourself‎,‎ Capturing New Markets helps you find new sources of growth‎.‎ Based on Wunker‎'‎s groundbreaking work with Clayton Christensen‎-the Harvard Business School legend who coinedthe term "disruptive innovation"‎-plus Wunker‎'‎s extensive experience in the trenches‎,‎ this practical and fascinating guide shows how companies‎:‎ identify‎,‎ create‎,‎ and dominate new markets‎;‎ avoid the pitfalls of commodization and find new ways to grow‎;‎ and develop and sustain new sources of growth into the future‎.‎ Drawing on dozens of case studies plus data‎-driven research‎,‎ this revolutionary approach to business shows you how to turn new markets into the drivers of growth‎-propelling you and your company into a whole new world of opportunity‎.‎ You‎'‎ll learn how to anticipate customer demands and meet emerging needs before anyone else does‎.‎ You‎'‎ll discover how to spot ideas ready for explosive growth‎,‎ and how to lead new markets while your competitors are just waking up tothe opportunity‎.‎ You‎'‎ll also see how to make these strategies work in companies that are both small and very large‎.‎ Capturing New Markets upends traditional thinking about business strategy‎,‎ showing what will work in a new economy marked by turbulence and change‎.‎ This is the resource you need to transform industries and the prospects of companies within them‎.‎ 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 India‎,‎ GE Capital‎)‎‎.‎ "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)‎‎.‎