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Mr. Lai's magazine will enter a market as crowded and competitive as Hong Kong's.
That makes it essential to enter a market after one of those swings has sent yields higher, not before.
Branson likes to enter a market controlled by a giant — British Airways, say, or Coke, or Murdoch.
As soon as medicines leave manufacturers' loading docks, they enter a market teeming with middlemen, many legitimate but some not.
But open banking could also help new firms enter a market dominated by long-established, national and international brands.
Another factor, he said, is timing -- tenants want space ready when they expand or enter a market.
Even as a successful entrepreneur, I was ill-equipped to enter a market I didn't properly investigate.
Initially, he said, automakers were hesitant to enter a market beset by high import duties and road taxes, and skeptical about India's rapid creation of wealth.
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Roche enters a market dominated by the Schering-Plough Corporation, which began selling a similar combination last year.
It's a risky initiative because they are entering a market with several strong alternative carriers.
"The second Microsoft enters a market, prices drop like a rock," Mr. Ellison said.
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CEO of Professional Science Editing for Scientists @ prosciediting.com