AbstractBaker and Souza Neto advance a methodology that they term “rapid market assessment.” It can be used to describe a marketing system and estimate the quantity and price of product that may be marketed by a new entrant. The relationship of the rapid market assessment of new products to the application of rapid reconnaissance techniques to subsector analysis should be noted. There was also a need for more methodology detailing the procedure to determine the point at which to enter the market system. The applicability of the methodology to alternative cases needs developm