A [[Value curve]] can provide insight in new market spaces and offerings. The [[Six paths framework]] suggests multiple ways of discovering uncovered market spaces. Summarizing value innovation thing there are five characteristics that differ from conventional thinking:
* ''Different assumptions''
** Conventional thinking believes that industry curves follow one basic shape. Value innovation logic assumes that new value curves can be shaped by creatively resolving historic trade offs.
* ''Strategic focus''
** Conventional thinking tells us that the primary goal is to create a competitive advantage and beat the competition. Value innovation logic pursues a quantum leap in customer value where competition has no benchmark.
* ''Customers''
** Conventional thinking tells us that the primary goal is to retain and expand the existing customer base through segmentation and customization. Value innovation focuses on the mass of buyers.
* ''Resources''
** Conventional thinking focuses on exploiting existing assets and capabilities. In contrast, value innovation ask the question: "What would we do if we started new"
* ''Offerings''
** Conventional thinking tells us to offer products and services of the industry we are competing in. Value innovation think refocusses the thinking in offering total customers solutions exceeding industry boundaries.

Companies investing early in an innovation can enjoy and suffer [[Early mover effects]].

Part of [[Strategies for E-Business]]
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businessmodelling_public
created
Thu, 23 Sep 2010 18:47:23 GMT
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dirkjan
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Thu, 23 Sep 2010 18:47:23 GMT
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dirkjan
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Article
Business
M8
Modeling
creator
dirkjan