Growing Big by Targeting Small

by Stephen Wunker
published in Ivey Business Journal, 2011
Ref 9B12TA04
 

Growing Big by Targeting Small

Business leaders are trained to focus on big, attractive markets, yet some of the most compelling sources of growth come from markets that start out as tiny footholds.

Penetrating such foothold markets requires an entirely different approach than the one used for big, established markets. Readers of this article will learn which strategies and tactics work best.

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About the author

Stephen Wunker is Managing Director at New Markets Advisors.

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