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Compact case
Published by:
INSEAD (2013)
Revision date:
4 pages
Data source:
Published sources
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This case illustrates that if companies wish to tap into latent demand and create organic growth, they must learn from non-customers. The case demonstrates that if Nintendo attempted to compete head-to-head against it is Sony and Microsoft rivals they would be further marginalized in the game console industry. As the case highlights, by understanding the pain points the industry creates for non-customers, while also identifying why non-customers turn to alternatives, one can recombine existing key competitive factors using the ERRC grid to create an offering that is simultaneously low-cost and high value.


Blue Ocean Strategy; Non-customers; Value innovation; Video game console; Nintendo; Breakthrough strategic moves; Wii

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