Loterre: SAGE: market opportunity analysis

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market opportunity analysis

Market opportunity analysis (MOA) is a systematic approach to understanding a market opportunity through gathering and analyzing information that is available through existing secondary sources as well as to primary research targeted at the specific opportunity under investigation. A market opportunity analysis should be conducted prior to an organization making any major commitments to a new product or service, to a modification or repositioning of an existing product or service, or to the termination of a product or service that appears to be in decline. [Source: Encyclopedia of Health Care Management; Market Opportunity Analysis]

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