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Unformatted text preview: ically diverges from the competition, and they have a mass following of customers. These
businesses are Blue Ocean Strategies; they are the most powerful sources of profitable growth.
Migrators are businesses or products/services that offer improved value over competition, but not
innovative value: they give customers more for less, but do not radically change the key factors of
competition of their industry.
Settlers are businesses or products/services that offer more or less the same value to buyers as the rest
of the industry. These are me-too businesses. Although they are often today’s cash cows, settlers will
not generally contribute much to a company’s future growth because they are stuck within the red ocean
To assess a company’s profitable growth prospects, a company should plot each business or product/
service as a circle on the map according to the criteria above. (cont’d)
© 2008 Kim & Mauborgne. All Rights Reserved. Blue Ocean Strategy Dictionary The si...
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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