In recent years, a growing number of companies have realized that they have long neglected an important organizational capability for building competitive advantage: Market Sensing.

Our experience is that in most companies not enough discussions take place concerning markets and customers. Managers often build on obsolete market knowledge from times when they had been in close contact with customers. What happens is that technological issues dominate the early idea generation phase.

Our maturity model on market sensing allows companies to understand the appropriate next steps to strenghten their sensing capabilities.

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