A Strategic Tool for Market Sensing: ZMET
James Forr,a Alan Creedy,b and Joe PlummerC
aDirector, Olson Zaltman Associates, Pittsburgh, PA 15222, United States
bSenior Business Advisor, Creedy & Company, Raleigh, NC 27615, United States
cSenior Advisor, Olson Zaltman Associates, Pittsburgh, PA 15222, United States
Introduction
Market sensing is now a table-stakes skill for any firm in today’s global economy. Each week the business press has a story of a firm that overlooked an emerging trend, like Nokia ignoring the rise of smartphones until it had fallen far behind Apple. 1 In part, Nokia missed the signs because their great market strength was in Europe, Africa, and Asia, where they were clearly the market leaders, whereas Apple ...
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