Market Opportunity Analysis: Text and Cases

"Market Opportunity Analysis: Text and Cases guides students (and professionals) step-by-step through the complicated process of determining the feasibility of marketing a new product or service. As financial markets struggle with changing interest rates, governmental policies shift back and forth on tax increases, decreases, and deficit spending, and international competition in major product categories is at an all-time high, business managers are forced to reevaluate the basis for success. The authors of this textbook combine decades of practical experience in market research, strategic management, consumer behavior, and new venture creation to help readers develop the analytical skills they need to focus on what needs to be done - and how to do it."--BOOK JACKET.

Paul Dunn is Distinguished Professor of Entrepreneurship and Small Business, and Director of the Entrepreneurship Studies, the Small Business Institute, and the Small Business Development Center at The University of Louisiana at Monroe. Robert Stevens is the John Massey Professor of Business at Southeastern Oklahoma State University in Durant, Oklahoma.