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price can be within the price range that still attracts the mass of target buyers. For example, if the
product or service has strong patents and hard-to-imitate service capabilities one can use upperboundary strategic pricing to attract the mass of buyers. On the other hand, if a manager is uncertain
about their patent and asset protection they should consider pricing somewhere in the middle to lower
end of the corridor.
© 2008 Kim & Mauborgne. All Rights Reserved. 14 Blue Ocean Strategy Dictionary Principles of Blue Ocean Strategy are the six main principles that guide companies through the
formulation and execution of their Blue Ocean Strategy in a systematic risk minimizing and opportunity
The first four principles address Blue Ocean Strategy formulation:
1. Reconstruct market boundaries. This principle identifies the paths by which managers can
systematically create uncontested market space across diverse industry domains, hence attenuating
search risk. It teaches companies how to make the competition irrelevant by looking...
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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