The editors, Melvin Prince and Constantinos-Vasilios Priporas, have assembled a timely collection of the latest thinking on market sensing. It is timely because the ability to glean market insights ahead of rivals is increasingly important to strategy making, while much more difficult to do because of the avalanche of data unleashed by digital technologies. Fortunately, a firm only has to make sense of its markets faster than its rivals to gain a sustainable advantage.
The theory of market sensing was first put forth more than 20 years ago, and as this volume attests, it has come a long way. My thinking has also deepened and expanded in the past 20 years, through the concepts of outside-in thinking and peripheral vision. Both these extensions ...
Get Market Sensing Today now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
