Market Opportunity Set: How to Generate

This lecture covers the importance of choosing the right market opportunities for innovators and entrepreneurs. It emphasizes the need to carefully identify and evaluate different market options to increase the chances of success and long-term impact. The instructors, Prof. Dr. Marc Gruber and Dr. Sharon Tal, provide insights on creating a market opportunity set, enabling the selection of the most attractive options while avoiding inferior opportunities. Research findings on the benefits of having a choice set of market opportunities are also discussed, highlighting the advantages for start-ups and entrepreneurs. The lecture concludes with the advice to not get attached to the initial idea but to consider a range of market opportunities as a valuable asset for any firm.