7. Successful new firm formation typically requires a competitive strategy that delivers superior value to a narrowly

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7. Successful new firm formation typically requires a competitive strategy that delivers superior value to a narrowly defined target segment in a way that either avoids direct confrontation with established competitors or is difficult for them to emulate. Therefore, market sensing and analysis, market segmentation and targeting, and market positioning skills are usually crucial in helping new firms surmount the long odds against survival.

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Marketing Management A Strategic Decision Making Approach

ISBN: 9780073381169

7th Edition

Authors: John Mullins, Orville Walker, Harper Boyd, Jr.

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