Creating New Market Space

摘要: Most companies focus on matching and beating their rivals. As a result, strategies tend to take similar dimensions. What ensues is head-to-head competition based largely incremental improvements in cost, quality, or both. The authors have studied how innovative break free from the competitive pack by staking out fundamentally new market space--that is, creating products services for which there are no direct competitors. This path value innovation requires different mind-set systematic way of looking opportunities. Instead within conventional boundaries that define an industry competes, managers can look methodically across them. By so doing, they find unoccupied territory represents real innovation. Rather than at competitors own industry, example, ask why customers make trade-off between substitute services. Home Depot, looked substitutes serving home improvement needs. Intuit available individuals managing personal finances. In both cases, powerful insights were derived familiar data perspective. Similar be gleaned strategic groups industry; buyer groups; complementary product service offerings; functional-emotional orientation even time. To help readers explore space systematically, developed tool, curve, used represent visually range propositions.