"Many executives and managers want to create and then dominate new markets. The rewards include unmatched brand awareness, the luxurious financial position of having no competition, and the exhilaration of building something completely new. Creating and Dominating New Markets shows managers, executives, and business owners how to emulate the remarkable success of savvy market creators such as Microsoft, FedEx, and AOL. The book delivers specific success strategies on how to: * Identify the right market to create * Use common denominators for success * Avoid common and costly pitfalls that can easily derail efforts * Find funding to support a new market * Make the best use of time, money, people, and technology. Packed with instructive examples and entertaining stories, the book teaches readers new skills -- or helps them re-tool old skills -- for jumping ahead of the competition and building an exciting, profitable venture."
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About the Author
Peter Meyer (Scotts Valley, CA) is principal of The Meyer Group, a consulting firm that helps businesses create and dominate new markets. He is the author of Warp-Speed Growth (AMACOM: 0-8144-0526-6).
Table of Contents
Part 1: Strategies for Creating and Dominating New Markets
1. The Mystique and Challenges of New Markets
2. Balancing Your Resources and Your Opportunities
3. It’s the Problem That Matters
4. Choosing the Best Risk
5. What New Markets Are Available to You?
Part 2: Applications of the Strategies
6. Funding the New Market Effort
7. What Role Does the Customer Play?
8. Building and Dominating Markets Through Involvement
9. What Is the Role of Information Technology?
10. Using Credibility in Creating and Dominating Markets
11. What’s Next?"
Most Helpful Customer Reviews
Unlike the usual management book that tends to be littered with success/failure anecdotes and little else, this book gives solid business advice that can provide immediate and worthwhile guidance. So whether you have just set out on your managerial career or are a member of the gray-haired 'been around the block a few times' executive club, Creating and Dominating New Markets will provide a great return on your investment - time and money.
So, you're sitting in your office thinking about your business. Or the business you'd like to start. Building a business is a daunting proposition, not for the weak of heart-or weak of wallet. The key is to discover something different that will grab attention. What's the old saw: Find a need and fill it? Peter Meyer, principal of a California (where else) consulting firm that specializes in the subject of this book, suggests a different approach. Instead of competing with everyone else, create a new market. Makes sense. As Meyer points out, it's exciting, fun, and profitable. New markets are forgiving and, without rivals you don't have to worry about competitive pricing. Can it be this easy? Meyer lays it out in Chapter One: The Mystique and Challenges of New Markets. Prepare to have your mind opened, your thoughts stimulated, your imagination titillated. The first part of this highly readable book (type size and leading enables this book to be easily read on trains and airplanes) addresses strategies. The second part with application of the strategies. Good model for this highly practical book. The other chapters of the first section deliver ideas, perspective, and examples of how the strategies have been used. Balancing Your Resources and Opportunities. It's the Problem That Matters. Choosing the Best Risk. What New Markets are Available to You? Are you beginning to get a sense of the depth of content of this book? The book is written in relatively short sections, so the reader never seems overburdened by the volume of text. I kept slowing down¿because I was thinking about what Meyer said. Then I found myself taking notes, like I was starting to write a business plan. See what I mean? I predict that you'll read this book at least twice: once for a quick overview, then at least one more time (with Peter Meyer at your elbow) thinking, talking to yourself (and others), and constructing ideas that may drive your future. Charts sprinkled throughout the book will guide in your understanding of the message. So will the questions tossed out by the author. There are many paths to take in creating, exploring, exploiting, and dominating new markets. Each alternative approach has its advantages and disadvantages. Your strength will come from understanding what's involved in your journey, and that power will come from this book. Section Two concentrates on the application of the strategies. Funding the New Market Effort. What Role Does the Customer Play? Building and Dominating Markets Through Involvement. What is the Role of Information Technology. Using Credibility in Creating and Dominating Markets. What's Next? And the book closes with a good index to help you find what you want on your second and third readings. This is the new frontier. You can be on the leading edge. It's a different world, as Meyer warns. If you think you're up for it-and the book will help you determine that readiness, this book will be your guide. Now my review is done. I'm going back for my second helping!