TY - JOUR AB - The gap between theory and practice is probably wider in new product development and diversification than in any other aspect of marketing. What is written in most of the books does not look very like what happens in most companies. VL - 9 IS - 1 SN - 0025-1747 DO - 10.1108/eb000952 UR - https://doi.org/10.1108/eb000952 AU - King Stephen PY - 1971 Y1 - 1971/01/01 TI - IDENTIFYING MARKET OPPORTUNITIES T2 - Management Decision PB - MCB UP Ltd SP - 7 EP - 30 Y2 - 2024/03/30 ER -