Abstract

The SMEs (1) in the fine and speciality chemical industryneed to adapt to the new realities of the globalizedmarkets and embrace market driven business processes.Marketing research provides a reliable screening tool forthe choice of new products under development. In thiscontext, determining market size for each new productis a necessary step for the quantification of the ROI (2) onthe R&D activities. Companies that fail to anchor their R&Dactivities in the determination of the market size will alsofail to get the expected ROI on their R&D investment and fallshort on meeting the shareholders expectations.