Creating and Dominating New Markets

Meyer heads a consulting group in California that helps businesses
create and dominate markets with new products. According to Meyer, “new
markets are the product of someone’s recognizing a potential, finding
the right solution, and bringing that solution to market in a way that
works.” Meyer’s prescription for success in new-market ventures
includes detailed discussions of the risks and rewards and the
necessary skills for operational managers, executives, market analysts,
financial supporters, and salespeople. The particular needs and
influence of the customer, changes in the economy (successful ventures
can be had in any economic condition), the role of information
technology, demographics, and changes in domestic and international
markets are also critical. Throughout these discussions, he inserts
accounts of many well-known companies that engaged in these ventures
(including FedEx, AOL, Microsoft, Lucent, Motorola, and Nokia) and
analyzes their successes and disappointments. This timely and
thought-provoking book is a good choice for corporate, academic, and
public library business collections. Steven J. Mayover, Philadelphia