Title: A Different Way to Compete
Product review: Very good book. Using case studies and proposing a highly structured process, the authors explain "value innovation," which rejects the notion that businesses can compete only through lower prices or product differentiation. Part of the process of identifying "blue ocean" products and services (think Cirque du Soleil and Curves), however, requires businesses to secure the participation of numerous customers and non-customers, which may be easier said than done. Also, the authors don't include many B2B examples in their case studies.
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