Identifying opportunities and communicating with a new market

Elsevier  has an expanding number of electronic services and its comprehensive access to scholarly information provides opportunities for further growth in other markets including the public sector.

We examined Elsevier’s existing offering to the public sector, explored other options and made recommendations about how to grow revenue from existing customers or attract non-customers in similar organisations.

We used a combination of electronic bulletin boards and telephone depth interviews across Western Europe and the US.