IDENTIFYING MARKET OPPORTUNITIES

Abstract

The gap between theory and practice is probably wider in new product development and diversification than in any other aspect of marketing. What is written in most of the books does not look very like what happens in most companies.

Citation

King, S. (1971), "IDENTIFYING MARKET OPPORTUNITIES", Management Decision, Vol. 9 No. 1, pp. 7-30. https://doi.org/10.1108/eb000952