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    Creating New Market Space Student

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    Amna Imran
    The document outlines six pathways to growth and value innovation: 1) Creating new market space, 2) Looking across substitute industries, 3) Looking across strategic groups within industries, 4) Looking across the chain of buyers, 5) Looking across complementary product and service offerings, and 6) Looking across functional or emotional appeal to buyers. Examples are provided for each pathway.

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    Creating New Market Space Student

    Uploaded by

    Amna Imran
    13 views9 pages
    The document outlines six pathways to growth and value innovation: 1) Creating new market space, 2) Looking across substitute industries, 3) Looking across strategic groups within industries, 4) Looking across the chain of buyers, 5) Looking across complementary product and service offerings, and 6) Looking across functional or emotional appeal to buyers. Examples are provided for each pathway.

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    Creating New Market Space student

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    The document outlines six pathways to growth and value innovation: 1) Creating new market space, 2) Looking across substitute industries, 3) Looking across strategic groups within industries, 4) Looking across the chain of buyers, 5) Looking across complementary product and service offerings, and 6) Looking across functional or emotional appeal to buyers. Examples are provided for each pathway.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    13 views9 pages

    Creating New Market Space Student

    Uploaded by

    Amna Imran
    The document outlines six pathways to growth and value innovation: 1) Creating new market space, 2) Looking across substitute industries, 3) Looking across strategic groups within industries, 4) Looking across the chain of buyers, 5) Looking across complementary product and service offerings, and 6) Looking across functional or emotional appeal to buyers. Examples are provided for each pathway.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 9

    Six Pathways to Growth and Value Innovation

    Creating New Market Space


    Creating new market space is critical for
    smaller start-up companies as well as the
    world’s largest companies.

    Markets must be created and re-created


    to keep sustainable, profitable economic
    growth and competitive advantages.
    Six Basic Approaches to Value Innovation

     Looking Across Substitute Industries


     Across Strategic Groups Within Industries
     Looking Across the Chain of Buyers
     Looking Across Complementary Product
    and Service Offerings
     Looking Across Functional or Emotional
    Appeal to Buyers
     Looking Across Time
    Looking Across Substitute Industries

     Home Depot
     Southwest Airline
     Quicken
     SPSS
    Across Strategic Groups Within
    Industries
     Group players in industry based on price,
    performance, size, benefits etc.
     Find out if you can find the mix between them.
     Two most common dimensions for strategic
    groups: Price and Performance
     Ralph Lauren (High fashion with low price)
     Swatch
     Lexus (High Performance with low price)
     Khaadi (High Fashion with Low Price)
     Chai Shay etc.
    Looking Across the Chain of Buyers

    1) The purchasers
    2) The users
    3) The influencers
    These groups may overlap, but often differ.
    Cerelac Purchaser, Buyers and influencers are
    different.
    Safeguard, Taurus Securities, Canon, Photoshop,
    Philips Alto bulb with low mercury promoted to
    CFOs rather than purchase deptt.
    Looking Across Complementary
    Product and Service Offerings
     Barnes and Nobel (Liberty books following)
     Adding services that adds value
     Corporate lounges in banks
     Orient advertising
     Play pens
     Baby sittings for theaters and shopping malls
     Caltax washrooms
     Gym trainers
     Coffee machines to retailers
     Coke fountains to restaurants
    Looking Across Functional or
    Emotional Appeal to Buyers
     Functionally oriented industries (Raw
    material) Emotionally oriented industries
    (Fashion)
     Starbucks – Third Place
     Bodyshop
     Zippo
    Looking Across Time

     Toyota Announcement
     Saudi Arabia
     Shifting advertising media

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