August 2020
Intermediate to advanced
425 pages
11h 12m
English
book
The Business Model Navigator, 2nd Edition
by Oliver Gassmann, Karolin Frankenberger, Michaela Choudury, Michaela Csik
Content preview from The Business Model Navigator, 2nd Edition
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Chapter 3
Aikido
Convert competitors’ strengths to weaknesses
The pattern
Aikido is a Japanese martial art performed by blending with the motion of the attacker and redirecting the force of the attack. This requires very little physical strength as the attacker’s momentum is used against himself. In terms of business models, Aikido refers to products or services that are radically different from the industry standard (WHAT?). In company terms, this means that it seeks to occupy a position that is diametrically opposed to that of its competitors, obviating the need for direct confrontation with them (VALUE?). The competitor is likely to be ...
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