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How to improve revenue forecasts from strategic investments

Daniel Deneffe (Harvard University’s Division of Continuing Education.)
Herman Vantrappen (Akordeon, a strategy consultancy based in Brussels)

Strategy & Leadership

ISSN: 1087-8572

Article publication date: 3 November 2020

Issue publication date: 14 December 2020




One fundamental need of business executives: to obtain sufficiently reliable estimates of the likely revenues and profits from making a strategic move.


The article explains how to make more reliable estimates of the real targets for the company’s offering.


What often leads to revenue estimates that are way off is to attempt to identify some average willingness-to-pay.

Practical implications

“‘Competitors’ include those that may be unknown to the company and, in the case of a new-to-the-world offering, providers of substitute solutions.


As well-informed customers today have more choices than ever, careful customer analysis is of paramount importance to minimize the risks that can be managed and, as a result, maximize the chances of making successful strategic choices.


Deneffe, D. and Vantrappen, H. (2020), "How to improve revenue forecasts from strategic investments", Strategy & Leadership, Vol. 48 No. 6, pp. 51-58.



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