2026 Business Management Program

The Inherent Risks in New Market Entry
Presenter: Mounir El Asmar

Market opportunities can present themselves in a variety of ways: a customer could ask your company to expand geographically, an employee might offer up specific skills, or a new market in need of service can impose a strong pull. If you are currently considering a new market, whether you systematically plan for growth or an opportunity has recently shown up on your doorstep, this framework is designed to help.
Growth through market entry provides the opportunity to develop and motivate personnel, expand the brand, better serve customers, and mitigate market risks. Unfortunately, statistics show only one out of five market entry decisions are successful. One of the reasons is most leaders make these types of market entry decisions once or twice in their careers; not enough to build experience.

Although a standardized decision-making process greatly improves the likelihood of a successful market entry, SMACNA's survey of sheet metal & HVAC contractors indicates only 6% of contractors have a formal process in place. This framework provides a decision-making process for your company based on input from over 200 sheet metal & HVAC contractors.
 
Biography:
Dr. Mounir El Asmar is Head of Strategic Accounts at First Solar, America's leading domestic solar module manufacturer. In this role, he works with independent power producers and corporate partners to advance utility-scale solar projects and help organizations meet renewable energy goals.

Previously a tenured engineering professor at Arizona State University, Dr. Asmar has focused on improving industry and government operations through applied engineering and innovation. He holds advanced engineering degrees and has authored more than 150 technical publications, earning multiple recognitions including the ASCE Thomas Fitch Rowland Prize and the Design-Build Institute of America?s Distinguished Leadership Award.