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What is Market Development

Chapter 24
Handbook of Research on Entrepreneurship and Organizational Resilience During Unprecedented Times
A development path where the company develops existing products on a new market ( Ansoff, 1957 ).
Published in Chapter:
A Three-Level Analysis of the Innovation and Resilience Strategies During the COVID-19 Crisis
Vincent Grèzes (University of Applied Sciences and Arts Western Switzerland, Switzerland), Valérie Barbey (University of Applied Sciences and Arts Western Switzerland, Switzerland), Riccardo Bonazzi (University of Applied Sciences and Arts Western Switzerland, Switzerland), Deborah Glassey (University of Applied Sciences and Arts Western Switzerland, Switzerland), and Sherine Seppey (University of Applied Sciences and Arts Western Switzerland, Switzerland)
Copyright: © 2023 |Pages: 23
DOI: 10.4018/978-1-6684-4605-8.ch024
Abstract
This chapter analyzes the actions of the several actors of a regional ecosystem, through a three-level analysis, taking into account the micro level with (1) the analysis of individual measures and innovations implemented during the first semi-containment by managers, the meso-level with (2) the measures taken by professional associations, and the macro level with (3) the analysis of the measures taken by public authorities and professional associations. Despite procedural and financial support offered by municipalities and business associations, key findings show that companies adopted different strategies. These observations lead to a discussion about disruptive and sustainable innovations. Scenario planning techniques were proposed to identify likely futures.
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Chapter 12
Is the COVID-19 Pandemic Shifting the Social-Business Paradigm?
Market development is the necessary strategies to condition all the variables affecting the market, allowing companies to offer their products to consumers under optimum conditions.
Published in Chapter: Is the COVID-19 Pandemic Shifting the Social-Business Paradigm?; From: Handbook of Research on Autopoiesis and Self-Sustaining Processes for Organizational Success
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