Executive decisions on investment, marketing support, and other resource allocations will be based on hidden, unconscious assumptions about industry-wide requirements and will often be wrong. By gauging total-market demand through a framework of comprehensive analysis, you will have a greater chance of controlling your company’s trajectory.
Capturing a dominant share of a market likely leads to the highest profits of any of the companies serving that market, engendering corporate leadership, growth, and deeper market penetration. However, with more dominance often comes more corporate liability, which behooves companies to manage their market shares with the same diligence as they would manage any other facet of their businesses.
Access to capital and increased legitimacy are primary drivers to enter the public arena. However, high costs, uncertain payoffs, complete transparency, and difficulty of adequately measuring returns create challenges to firms. Although such firms have improved access to financial capital, their strategic choices are constrained because they must meet short term performance expectations and extensive disclosure requirements.
