''Session Purpose''
* Understanding the role of resource [[fungibility|Fungibility]] in market opportunity identification
* Multiple market opportunities, firm diversification, and firm performance
''Discussion Topics''
* Mapping a venture’s market entry strategy and diversification strategy over time
* Sources of insights on market opportunities for technologies
* Questions pertaining to the Novogel case
''Session Preparation''
* [[Case: Novogel|/static/files/MBI/Module%206/Novogel%20English%20version.pdf]]
* [[Gruber, M., MacMillan, I.C., Thompson, J.D. 2008. Look before you leap: Market Opportunity Identification in Emerging Technology Firms|/static/files/MBI/Module%206/READINGS_Gruber_MacMillan_Thompson_MSc_2008.pdf]]. Management Science 1652-1665.

[[M6-S4 - Reading - Gruber M. Look before you leap: Market Opportunity Identification in Emerging Technology Firms]]
[[M6-S4 - Session notes]]
bag
marketing_public
created
Fri, 04 Jun 2010 13:07:31 GMT
creator
dirkjan
modified
Fri, 04 Jun 2010 13:07:31 GMT
modifier
dirkjan
creator
dirkjan