Lecture
This lecture, presented by the instructor Marc Gruber, focuses on the Market Opportunity Navigator, a tool designed to help entrepreneurs identify and capture valuable market opportunities. Through examples ranging from traditional watches to the automotive industry, the lecture explores the rapid evolution of key technologies and the importance of recognizing market potential. The presentation delves into case studies such as Nokia's decline and Uber's market expansion, emphasizing the need for cognitive flexibility in assessing market opportunities. The lecture also covers the application of the Market Opportunity Navigator in various industries, including biotech and high-tech ventures. By the end, students will have a clear understanding of how to evaluate market attractiveness and strategically position their ventures for success.