'Beating The Odds in Market Entry': How to avoid the pitfalls inherent in common business practices - (PPT)

摘要

The annals of business history report four out of five market entries FAIL, why? - Timing; - Scale relative to competition; - Ability to leverage complementary assets; - Detailed analysis of opportunities, costs and delivered value; - Risk assessment; - Cognitive biases- systematic errors in the way executives process. Information: Rely solely on inside view vs. outside perspective; Company's skills are more relevant than they really are; Potential market is bigger than it actually is; Rivals' response to the entry move.