Identifying and Evaluating Market Opportunities

Advances in The Study of Entrepreneurship, Innovation, & Economic Growth Pub Date : 2016-08-02 DOI:10.1108/S1048-473620160000026002

Marie C. Thursby, Margi Berbari

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引用次数: 2

Abstract

Abstract This chapter is designed for use by commercialization teams evaluating the commercial relevance of a new invention. To be relevant commercially, an invention must create value in one or more markets, which involves solving a problem or satisfying customer needs currently unmet. Unmet needs create market opportunities, and the goal is to identify and evaluate the profitability of these opportunities. The chapter provides an overview of concepts and techniques commonly used in the process. Important distinctions between market and industry concepts are introduced along with common rubrics for categorizing inventions in terms of their technological and market implications. These concepts are then used to discuss the roles of prior experience, lead users, and brainstorming in identifying market opportunities for various types of inventions. Techniques covered include market analysis, Porter’s five forces of industry profitability, analysis of political, economic, social, and technical environments (PEST), and the analysis of strengths, weaknesses, opportunities, and threats (SWOT). The use of these techniques is illustrated for two startup commercialization teams.

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识别和评估市场机会

本章旨在供商业化团队评估新发明的商业相关性时使用。要具有商业意义，一项发明必须在一个或多个市场上创造价值，这涉及解决问题或满足目前未满足的客户需求。未满足的需求创造了市场机会，目标是识别和评估这些机会的盈利能力。本章概述了该过程中常用的概念和技术。介绍了市场和工业概念之间的重要区别，以及根据其技术和市场影响对发明进行分类的常用规则。然后使用这些概念来讨论先前经验、主要用户和头脑风暴在确定各种类型发明的市场机会方面的作用。所涉及的技术包括市场分析、波特的行业盈利能力五种力量、政治、经济、社会和技术环境分析(PEST)以及优势、劣势、机会和威胁分析(SWOT)。这些技术的使用以两个初创的商业化团队为例。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Advances in The Study of Entrepreneurship, Innovation, & Economic Growth

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