Raise
What factors should be raised well above the industry standard?new markets:A new valuecurveWhat factors that theindustry has taken forgranted should be eliminated?What factors that the industry has never offered should be created or added?
The key to discovering
a new value curve lies
in answering four
basic questions
Source:
Adapted from W.C. Kim and R.
Mauborgne, “Blue Ocean Strategy,”
California Management Review 47:3
(2005), 105-121
Creating
Eliminate
Create/Add
