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Unformatted text preview: y looking to noncustomers and by building on powerful
commonalities across them, it is possible to reach beyond existing demand and unlock a new mass of
customers that did not exist before. Complementary Products and Services are products and services that indirectly impact the
utility a buyer receives from an offering. Few products and services are used in a vacuum. Yet managers tend
to confine their worldview within the bounds of their industry, without asking what happens before, during, and
after the use of their product or service. (cont’d) 7
© 2008 Kim & Mauborgne. All Rights Reserved. Blue Ocean Strategy Dictionary The key is to define the total solution buyers seek when they choose a product or service. For example,
babysitting assistance and parking facilities are two complementary services to movie theaters. By
expanding one’s attention to the total solution buyers seek when they choose a product or service, and
by removing the “pain points” that buyers experience before, during or after the use of their produce or
service, a company can create a blue ocean of new m...
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This note was uploaded on 10/21/2012 for the course ECON 45 taught by Professor Mikel during the Spring '12 term at Art Institute of Atlanta.
- Spring '12