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New Market or Business Entry
This chapter is an extension of the new product development (NPD) discussion and builds on and
supplements those analyses and evaluations for new market or new business entry projects. Entry into
a new market means starting operations in a new geographic area or market strata, with a reference
point being the experience in the markets the company is currently operating. Entry into new busi-
ness areas on the other hand entails sailing into unknown waters with no reliable reference points
other than the decision maker’s, the forecaster’s, and the project team’s investigations, and their prior
experiences. The former ...