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Energy Efficiency Businesses and Reaching New Markets, Part 1

By Steve Wunker

Energy Efficiency Markets interviews Steve Wunker, senior partner with Innosight, which advises businesses about entering new markets. He discusses the strategic side of entering new markets for companies that offer energy efficiency technologies. He recommends that expanding businesses avoid chasing big name customers initially and instead seek strong "foot-hold" customers that need the efficiency product and do not compete with other customers.

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