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Unformatted text preview: 2008 Kim & Mauborgne. All Rights Reserved. C Blue Ocean Strategy Dictionary Chain of Buyers refers to the different players involved directly or indirectly in the buying decision.
Generally speaking there are three groups: purchasers, users and influencers. Although these three groups
may overlap, they often differ. For example, a sick child would be the user of a prescribed medicine, their
parent, the purchaser, and the doctor, the influencer.
However, normally an industry converges on a single buyer group. The pharmaceutical industry, for
example, focuses overwhelmingly on doctors, the influencers. When reconstructing market boundaries,
managers should challenge conventional definitions of who is the target buyer and look across the chain
of buyers. This is because different buyer groups often hold different definitions of value. Thus, by
shifting the focus to other buyer groups companies can often see new ways to unlock value. See Six
Paths Framework. Cognitive Hurdles are the mental blocks holding back employees from realizing that there is a need for
change as is often required by Blue Ocean Strategy. Of...
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- Spring '12