ABSTRACT
This chapter is an extension of the new product development (NPD) discussion and builds on and supplements those analyses and evaluations for new market or new business entry projects. Entry into a new market means starting operations in a new geographic area or market strata, with a reference point being the experience in the markets the company is currently operating. Entry into new business areas on the other hand entails sailing into unknown waters with no reliable reference points other than the decision maker’s, the forecaster’s, and the project team’s investigations, and their prior experiences. The former case requires an SDF solution that is highly intensive in its environmental assessment, while the latter entails that plus more in-depth understanding of trends and objective evaluation of internal competencies and capabilities in the context of the new company strategy.
