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A market opportunity emerges if a product or a service, based on either one technology or several, fulfills the need(s) of a (preferably increasing) market better than the competition and better than substitution-technologies within the given environmental frame (e.g. society, politics, legislation, etc.).
Examples
- A profitable Big problem with a new or improved solution. As long as you are the first to have the solution.
- Newly identified need, want, or demand trend that a firm can exploit because it is not being addressed by the competitors.
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