It can be easy to get trapped in doing the same things for the same customers. There are business habits that become fixed in particular companies or industries. The blue ocean approach asks whether it’s possible to change the value curve and focus on non-customers.
Kim and Mauborgne’s four actions
Source: Adapted from Kim, W. C. and Mauborgne, R., Blue Ocean Strategy: How to create an uncontested market space and make the competition irrelevant, Harvard Business School Publishing, 2005
A circle labelled new value curve is present at the centre. The four actions are listed, in clockwise ...
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