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Unformatted text preview: 2008 Kim & Mauborgne. All Rights Reserved. Blue Ocean Strategy Dictionary Strategic Profile is the graphic depiction of a company’s strategy. It captures a company’s relative
performance across the key competitive factors of an industry including price. This is also called a value
curve. The framework used to capture the strategic profile (or value curve) of a company’s business or
product/service is the Strategy Canvas. Strategy Canvas is a diagnostic and action framework for building a compelling Blue Ocean Strategy. It
quickly captures, in one simple picture, the factors an industry competes on and invests in, the offering level of
each factor that buyers receive, and the strategic profile of a company and its competitors across the key
competing factors. The “as is” strategy canvas captures where a company stands today in the known market
space. The “to be” strategy canvas captures a company’s “to be” strategic profile in its attempt to create a
blue ocean. Substitutes are products and services that have differen...
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- Spring '12