Value innovation is making the competition irrelevant by creating a leap in value for buyers and your company, thereby opening up new and uncontested market space. It is about:
  1) Creating
  2) Raising
  3) Reducing
  4) Eliminating
factors that the industry accepts as a given. Be careful not to over-design an offering (authors call this //Christmas Tree Management//. An example was given for a Dutch bank trying to be good at everything:
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marketing_public
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Sun, 09 Jan 2011 14:20:53 GMT
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dirkjan
modified
Sun, 09 Jan 2011 14:20:53 GMT
modifier
dirkjan
tags
M11
M11-S1 - Reading - Marketing Strategy and Organization - Chapter 6 - Shaping the future
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creator
dirkjan