This book presents a simple, yet very powerful, conceptual framework, which can be used to estimate market sizes, prices and their interdependency for new products based on historical market data for existing products in related areas. Even in situations where insufficient data is available the...

Purpose – Strategic planning remains the top‐ranked management tool, across continents, sectors, and firm sizes. Yet many firms fail to adequately prepare a strategic databank to help optimize the planning process: senior managers suffer from too little formal data, too much, or unbalanced...