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This case study concerns John Mullins' new methodology for conducting market research for entrepreneurial ventures, in order to discover unknown unknowns. The method is then examined 'in practice' with the examples of a new fitness business and a surgical technology company.

Bibliographic Details

Main Author:	Chaston, Ian (Author)
Corporate Author:	Sage Publications
Format:	eBook
Language:	English
Published:	[London] : SAGE, 2016.
Series:	SAGE knowledge. Cases.
Subjects:	Marketing research > Case studies. Electronic books.
Online Access:	Connect to the full text of this electronic book