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 to the 10-Step Decision Making Framework for New Market Opportunities. In fact, reviewing the case studies will be invaluable during step four 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
  5. New Process

To effectively use the 10-Step Process, this publication is a must.

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