ADMS 3920 Chapter Notes - Chapter 2: Serendipity, Marketing Mix, Market Segmentation

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Chapter 2: start-up and the need for competitive. Advantage: start-up creating a new business from scratch, buyout purchasing an existing business. Facts to consider when deciding whether a new business idea is a good investment opportunity: market factors. The product or service must meet a clearly defined market need and the timing must be right: competitive advantage. A competitive advantage exists when a firm offers a product or service that customers perceive to be superior to those of its competitors: economics. The venture needs to be financially rewarding, allowing for profit and growth potential: management capability. There must be a good fit between the entrepreneur and the opportunity; the entrepreneur must have the appropriate skills and experience to operate the venture: fatal flaws. Strategies to find new ideas: look for favorable factors driving change, technology. Political / regulatory: look to sectors / industries favoring new firm formation, knowledge conditions.

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