To Market or Not…

Jerry Schaufeld

Chapter Chapter 7 in Commercializing Innovation, 2015, pp 85-99 from Springer

Abstract: Abstract Any business text will quickly identify the importance of marketing in a commercial project, and so will I. But here the issues are a bit more complex. It becomes exceedingly important to delineate not only the market opportunity but also the appropriate sales engines—including startups new divisions, franchising, licensing, joint ventures, and so on—as platforms to recognize its potential throughout the product lifecycle.

Keywords: Situational Awareness; Strategic Selling; Competitive Force; Traditional Marketing; Boston Consult Group (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-1-4302-6353-1_7

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DOI: 10.1007/978-1-4302-6353-1_7

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