Abstract
In ► Chap. 8, we focused on how to map out a broad industry-level opportunity for an entrepreneurial team. Now, it is time to learn more about potential markets given an entrepreneurial team’s opportunity area of interest. We facilitate market learning by utilizing the two proactive market orientation (PMO) techniques introduced in the last chapter, empathic research with current customers and interviews with lead users and experts. As such, our learning objectives in this chapter are to focus on proactive market orientation and how it works.
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Reid, S.E., Crawford, C.B. (2022). Creating Vision Context: Proactive Market Orientation. In: Entrepreneurial Vision. Classroom Companion: Business. Springer, Cham. https://doi.org/10.1007/978-3-030-77803-3_9
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