7'. There could be positive and negative consequences from entering new market segments and;r or forward! backward integrating the current business. Incremental sales and a greater market share are the examples of the positive effects; cannibalization of the existing business is an example of the negative effects. How could research be used to determine all such [foreseeable] possible and negative effects. and to project their extent in case of expansion!' integration? Design specic questions that would help forecast the impact of one positive and one negative effect, as well as the statistical methods that might help with forecasting