[SECTION 3]
Forecasting market demand
Essential tools
17Sizing the market and marketcrafting (Evans)
18The HOOF approach to demand forecasting (Evans)
Useful tools
Overview
Financier Henry Kravis is a firm believer in a solid foundation: ‘If you build that foundation, both the moral and the ethical foundation, as well as the business foundation, and the experience foundation, then the building won’t crumble.’
One foundation he omitted, perhaps because it was implicitly part of the business one, was the micro-economic foundation. It is the bedrock of strategy, the base of the pyramid. Only when you fully ...
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