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Unformatted text preview: y making and execution
by mobilizing people for the voluntary cooperation needed to execute blue ocean strategy. It deals with
management risk associated with people’s attitudes and behaviors. R
Reconstructionist View recognizes that market boundaries and industry structures are not set and can
be cognitively reconstructed in a fundamentally new way. As industry structure and market boundaries exist
only in managers’ minds, the reconstructionist view asserts that existing market structures should not limit
one’s thinking. In this worldview, extra demand is out there. The problem is how to create it. Therefore, under
the reconstructionist view, attention shifts from supply to demand, from a focus on competing to a focus on
value innovation—that is, the creation of innovative value to unlock new demand. With this new focus in mind,
it is possible to systematically look across established boundaries of competition and reconstruct existing
elements in different markets to create all new market space where a hi...
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- Spring '12