O'Reilly logo

Market Sensing Today by Constantinos-Vasilios Priporas, Melvin Prince

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

CHAPTER 5

A Strategic Tool for Market Sensing: ZMET

James Forr,a Alan Creedy,b and Joe PlummerC

aDirector, Olson Zaltman Associates, Pittsburgh, PA 15222, United States

bSenior Business Advisor, Creedy & ­Company, Raleigh, NC 27615, United States

cSenior Advisor, Olson Zaltman Associates, Pittsburgh, PA 15222, United States

Introduction

Market sensing is now a table-stakes skill for any firm in today’s global economy. Each week the business press has a story of a firm that overlooked an emerging trend, like Nokia ignoring the rise of smartphones until it had fallen far behind Apple. 1 In part, Nokia missed the signs because their great market strength was in Europe, Africa, and Asia, where they were clearly the market leaders, whereas Apple ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required