Customer Development: : Using Primary and Secondary Data to Find the Right Market in a Resource-Constrained Environment / Maria Ballesteros-Sola, Luis Barreiro.

Format:

Book

Author/Creator:

Ballesteros-Sola, Maria, author.

Barreiro, Luis, author.

Language:

English

Subjects (All):

Customer relations--Management.

Customer relations.

Physical Description:

1 online resource

Other Title:

Customer Development

Place of Publication:

[Place of publication not identified] : SAGE Publications, Inc., 2024.

Summary:

This Data Challenge introduces undergraduate students to the entrepreneurial early-stage data-based decision-making process of entrepreneurs in resource-constrained environments. Deshidratados Habana's founders perfected a technique to create dehydrated garnishes that could be used as snacks and to add flavor and sophistication to cocktails and baked goods. However, this product was unknown to the Cuban market, so Oscar Fernandez Estrada, one of the founders, conducted market research to guide customer development. This Challenge guides students through market analysis using secondary and primary sources. Through a thoughtful research design, students engage in both secondary and primary data analysis and visualization, and learn to conduct storytelling with data. Basic knowledge of Excel is a prerequisite for completion of the Challenge.

Notes:

Description based on publisher supplied metadata and other sources.

ISBN:

1-0719-7460-2

9781071974605

OCLC:

1463983565