Research Topic

Market-Creating Phases

Our research has revealed that there is a predictable path to market creation. There are three phases to this process: discovery, distribution, and democratization. By understanding the characteristics of each phase, innovators can increase their odds of success at market creation.

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Market-Creating Phases

Resource Library

    • Blog

    What we can learn from the birth and growth of the aviation market in the US

    Sandy Sanchez
    October 6, 2025

    • Blog

    Five market creation lessons from McDonald’s

    Efosa Ojomo
    March 27, 2025

    • Blog

    How the history of electrification in the United States can help The World Bank’s ambitious plan to electrify Africa

    Efosa Ojomo
    August 22, 2024

    • Blog

    Exploration and exploitation in market creation

    Sandy Sanchez
    November 7, 2023

    • Blog

    The process of market creation… demystified

    Efosa Ojomo
    October 26, 2023

    • Publication
    solar energy Nigeria

    Accelerating the adoption of solar energy in Nigeria: A market-creation strategy

    Efosa Ojomo, Sandy Sanchez
    September 26, 2023

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