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  "documentTitle": "Ready for take-off Why niche markets are the next big thing",
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      "text": "Success in these new playing fields calls for a new lens that is much wider, and sharply focused on: 1. Combining societal and commercial value in new market assessments. 2. Targeting location-based opportunities with precision. 3. Remaking the rules through an ecosystem of technology partnerships.",
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      "text": "1. Combining societal and commercial value in new market assessments.\n2. Targeting location-based opportunities with precision.\n3. Remaking the rules through an ecosystem of technology partnerships.",
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      "text": "Success in these new playing fields calls for a new lens that is much wider, and sharply focused on:",
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      "text": "In the following sections of this report, we take a closer look at each of the characteristics of the new lens, explaining what company leaders need to do as they prepare to drive commercial success alongside societal progress.",
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      "text": "Large businesses that fail to heed the call of tech-propelled markets could end up being caught by surprise by the next wave of disruptive tech companies that emerge. Instead of playing a waiting game, some large companies have already ventured into tech-propelled markets. Executives we interviewed said that gaining a first mover advantage and pre-empting competitive pressures were among their main reasons for entering tech-propelled markets, even if their rivals have yet to do the same. The good news is that large companies already present in tech-propelled markets have activated opportunities that can drive sustainable business growth and address unmet societal needs at the same time.",
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