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| Path | Head-to-Head Competition | Blue Ocean Creation |
|---|---|---|
| Industry | Focuses on rivals within its industry | Looks across alternative industries |
| Strategic Group | Focuses on competitive position within strategic group | Looks across strategic groups within industry |
| Buyer Group | Focuses on better serving the buyer group | Redefines the industry buyer group |
| Scope of Product or Service Offering | Focuses on maximizing the value of product and service offerings within the bounds of its industry | Looks across to complementary product and service offerings |
| Functional-emotional orientation | Focuses on improving the price performance within the functional-emotional orientation of its industry | Rethinks the functional-emotional orientation of its industry |
| Time | Focuses on adapting to external trends as they occur | Participates in shaping external trends over time |
Four Actions Framework
Raise
Which factors should be raised well above the industries standards?
Eliminate
Which factors that the industry has long competed on and has been taken for granted should be eliminated ?
Create
Which factors should be created that the industry has never offered?
Reduce
Which factors should be reduced well below the industry’s standard?
Exercise
List a couple of factors, applicable in your business, for each action (Raise, Eliminate, Create, Reduce)!
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