Shows businesses how to find new customers and profits in a world of contracting markets and diminished consumer demand, outlining a business model that uses new tools and techniques to seek out areas of high-profit demand

Customers can sometimes learn unanticipated or hidden use value of a firm's product whereas the non-customers remain uninformed about that extra value. A monopolist will increase its profit by informing the non-customers of its product's hidden value. However, our analysis reveals that this may...