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Room to Grow Yes, even in the most stagnant economy, it's possible to expand.

By Mark Henricks

Opinions expressed by Entrepreneur contributors are their own.

Does this sound familiar? Your markets are growingslowly or not at all. You lack cash to buy another company, andinternational markets look worse than the domestic ones. Ifthat's you, pick up a copy of How to Grow When Markets Don't(Warner). Management consultants Adrian Slywotzky and Richard Wise,along with co-author Karl Weber, present "demandinnovation," a strategy for use in slow- or no-growth marketsand economies.

Demand innovation advises companies to creatively identify unmetcustomer needs so they can increase sales without the risk ofentering new markets or attracting new customers. That's noteasy, the authors say. Inflexible corporate culture, lack of timeand customer reluctance are common obstacles. But using examplesfrom industries such as autos and insurance, they show it can bedone.

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