| 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 |
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?