Overcoming the real barriers to entry into adjacent markets
Issue 1, 2010
Risk

Moving into adjacent markets is a common step among companies that have grown as much as they can in their home markets and wish to sustain high growth rates. However, many companies underestimate the difficulties involved, and the historical record is littered with cases of otherwise successful companies failing in adjacent markets. We explore the questions that companies considering adjacent entry need to ask and show what they should do to ensure success in making this promising but difficult step.