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  "documentTitle": "Ready for take-off Why niche markets are the next big thing",
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      "text": "If this solution is scaled, our modelling estimates that the construction sector in Dubai could see an additional $3.2-8.4 billion in revenues as well as a 2-6% reduction in emissions.",
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      "text": "incremental construction-sector revenues in Dubai from scaled 3D printing: $3.2-8.4 billion",
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      "text": "The strategic impetus lies not in merely recognizing the dual value potential of tech-propelled markets but actively quantifying them and using them to guide decision making. Yet, a recent survey with 1,174 companies revealed that only 42% measure societal value today, although 77% expect to do so by 2025 (Figure 4).",
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      "text": "While societal value should figure in evaluating an opportunity, commercial considerations will remain paramount. Of the 29 executives we interviewed, 10 said they wanted to gain a first-mover advantage in a new market, while 12 said they were motivated by driving sustainable growth for their business over the long term.",
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      "text": "Opportunities in tech-propelled markets are about unlocking commercial and societal value in tandem. Take, for example, the case of 3D printed concrete... If this solution is scaled, our modelling estimates that the construction sector in Dubai could see an additional $3.2–8.4 billion in revenues as well as a 2–6% reduction in emissions.",
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      "text": "Our decision to enter the construction-tech market (e.g., building information modelling, drones, exoskeletons) is based on the desire to drive long-term growth because we are an old company. — strategy director, leading construction company in India",
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