blue ocean strategy
Blue Ocean Strategic MovesWhen companies are willing to challenge the functional- emotional orientation of their industry, they often find new market space. We have observed two common patterns. Emotionally oriented industries offer many extras that add price without enhancing functionality. Stripping away those extras may create a fundamentally simpler, lower-priced, lower-cost business model that customers would welcome. Conversely, functionally oriented industries can often infuse commodity products with new life by adding a dose of emotion and, in so doing, can stimulate new demand. For example, with its wildly successful Viagra, Pfizer created a blue ocean by shifting the focus of the pharmaceutical industry’s largely functional orientation —medical treatment— to lifestyle enhancement, an emotional orientation. Cirque du Soleil | Barnes & Noble | Ford Model T | Quicken | Bloomberg | Canon | Cemex | Curves| iTunes | JCDecaux | Netjets | Novo Nordisk | NYPD | Philips | QB House | Ralph Lauren | ViagraAll brands and trademarks mentioned are the property of their respective owners.Trademarks | © Kim & Mauborgne, 2010 |