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Published by: INSEAD
Originally published in: 2006
Version: 03.2008
Length: 5 pages
Data source: Published sources

Abstract

The objective of this note is to help students understand the criteria according to which they can identify value innovations, that is products or services suitable for implementation of a Blue Ocean Strategy. Not every innovation will represent a value innovation. A company can introduce a new technology or be the first to enter a market with a new offering, but neither of these constitutes a value innovation. The sequence of diagnostic steps contained in this note can help students identify whether a particular offering represents a value innovation, using the example of McDonalds Restaurants.

Teaching and learning

This item is suitable for postgraduate and executive education courses.
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Abstract

The objective of this note is to help students understand the criteria according to which they can identify value innovations, that is products or services suitable for implementation of a Blue Ocean Strategy. Not every innovation will represent a value innovation. A company can introduce a new technology or be the first to enter a market with a new offering, but neither of these constitutes a value innovation. The sequence of diagnostic steps contained in this note can help students identify whether a particular offering represents a value innovation, using the example of McDonalds Restaurants.

Teaching and learning

This item is suitable for postgraduate and executive education courses.

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Industry:

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