Stephen Wunker is the founder of New Markets Advisors and served as a senior partner at Innosight, where he created successful ventures for his own companies and on behalf of clients. He has cowritten two articles with Clayton Christensen.

Teaches business leaders how detect a potential new market, leverage existing resources to exploit it, and lock in early domination

Create and dominate new markets to escape commoditization and spur business growth!

Introduction
1: Why new markets matter
2: Finding new markets
3: Assessing new markets
4: Finding the foothold
5: Two Paths to market penetration
6: When do early movers win?
7: Locking in leadership
8: Creating a Company cabability to tackle new markets

Create and dominate new markets to escape commoditization and spur business growth!
New markets are your best shot at growth, but to win them you ll need the right toolkit. Drawing on dozens of industry interviews, in-the-trenches personal experience, and extensive research, this book lays out how companies can find, enter, and win in new markets--and organize themselves to tackle the mission successfully.
Combining a fast-moving narrative with practical insight, Capturing New Markets upends traditional approaches with the kind of counterintuitive strategies that are necessary to meet the unique challenge of new markets. You ll learn how to:
Leverage new markets to turbo charge your company s growth engine
Spot opportunities to create new markets
Assess the growth prospects and viability of markets that don't yet exist
Target a new market s first customers
Choose between two major alternatives to sales channels
Time market entry to be either a first mover or a fast follower
Tackle emerging markets profitably
Enable large companies to approach new markets nimbly
Catalyze the growth of new markets through public policy
Through more than 150 examples, ranging from Roman Egypt to current headlines, Capturing New Markets shows how to beat the odds and grow in any economy.