Best Practice Report

Identifying Market Opportunities For New Discoveries

Jan 01, 2018

Summary

Best-practice B2B innovation begins with the identification of buyer needs. However, many profitable products were developed by chance in the absence of an obvious problem, and many existing offerings meet buyer needs that were never anticipated. In this report, we outline the steps required to identify potential market opportunities for a product or technology developed without a specific customer or buyer in mind — or to expand the market for an existing offering by exploiting its ability to meet newly discovered buyer needs.

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