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On understanding behavior in new business creation

On understanding behavior in new business creation

Bayer’s G4A Ventures creates new businesses in Digital Health, unlocking new revenue streams and boosting existing ones by improving the lives of patients and consumers. Our foundation is understanding desires and behaviors in the context of situations. We focus on this through every step, from the challenge question through minimum viable product testing and into commercialization. G4A Ventures normally takes a solution to market.