Decision-Making Framework for New Market Opportunities: Experiences From Sheet Metal & HVAC Contractors

Mounir El Asmar, Ph.D.
Jera Sullivan, Ph.D.
Kenneth Sullivan, Ph.D.
Arizona State University


Most company leaders make market entry decisions once or twice in their careers; not enough to build experience. This 19-page publication adds the real experiences of others to understand the pitfalls and risks associated with a new market decision.

This document relates directly to the New Horizons Foundation’s 10-Step Decision Making Framework for New Market Opportunities. In fact, reviewing the case studies will be invaluable during Step 4 of the 10-Step Process, “Review experiences of others”.

The experiences are presented as follows:

  1. Add HVAC Service;
  2. Add a Trade;
  3. Geographical Expansion;
  4. New Market Sector; and
  5. New Process.

This publication is a must if you decide to effectively use the 10-Step Process.

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