W. Chan Kim and Renee Mauborgne
Stop fighting rivals in overcrowded markets and start creating your own uncontested market space. You can make the competition completely irrelevant by pursuing differentiation and low cost simultaneously.
Value innovation is the cornerstone of creating new markets because it aligns utility, price, and cost.
The four actions framework helps businesses identify which traditional industry factors to eliminate, reduce, raise, or create.
Companies must look beyond their current buyers and target three tiers of noncustomers to maximize potential demand.