UPDATE: After initial publication of this post, McKinsey & Company published research findings that support the arguments in this post. According to McKinsey, 36% of consumers have tried a new brand during the pandemic, and...
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Sizing the Potential of a New Market or New Product
New markets and new products provide the engine of growth for many companies. When considering a possible new category or a potential new product, one of the most important tasks is estimating the size of the...
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