ABSTRACT
The fundamental tenet of marketing is to fulfil unsatisfied or dissatisfied customer needs through the provision of product or service superior to that available from competitors. This is a valid concept for a company whether or not the organization is already marketing products or services to financially attractive consumers or is attempting, for the first time, to enter this area of market. Success, especially in the case of these latter firms, will usually require an entrepreneurial orientation. Under these circumstances, the identification of an innovation opportunity using conventional market research may not be a viable concept.
