Pushing Product-Market Boundaries: What Is a Market?

Abstract

In the previous two chapters, I offered guiding principles to managers operating in turbulent times and encouraged managers to maintain momentum and focus. I now want to discuss how to push market boundaries with new products to generate growth. In the first chapter, I noted that these growth strategies are not only appropriate to organizations marketing in turbulent times but are also suitable for any situation within which generating growth is a primary goal. Therefore, the strategies for growth I outline in this book encompass responding to the current turbulent times and creating turbulence when the economy is out of recession.