all within pany'smandate for its new product program?" This usuallytranslates into: is this the kind of market, product, andtechnology that we as pany have decided is fair game forus? Without a definition of fair game—arenas—good luck intrying to make an effective screening decision! РThe definition of arenas also guides resource and manpowerplanning. If certain markets are designated top priority arenas,then the firm can acquire resources, skills, and knowledge tobe better able to attack those markets. Similarly, if certaintechnologies are singled out as arenas, the firm can hire andacquire resources to bolster its abilities in those fields.Resource building doesn't happen overnight. One can't buy asalesforce on a moment's notice; and one can't acquire acritical mass of key researchers or
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