This preview shows page 1. Sign up to view the full content.
Unformatted text preview: an industry’s products and services;
looking across functional or emotional appeal to buyers instead of accepting an industry's functional or emotional
orientation; looking across time instead of focusing on the same point in time as the rest of the industry. By
looking across these conventional boundaries, companies gain insight into what factors they should eliminate,
reduce, raise or create in their offering to reconstruct market boundaries to unlock a blue ocean of new market
space. Strategic Groups within Industries are groups of companies within an industry that pursue a similar
strategy. Strategic groups can generally be ranked in a rough hierarchical order built on two dimensions, price
and performance. For example in the car manufacturing industry, the luxury car segment and the economy car
segment are two separate strategic groups. When trying to reconstruct market boundaries, companies should
look across strategic groups within their industry as buyers make trade-offs between offerings from different
strategic groups and not solely on price. See Six...
View Full Document
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