The Value Net: Competitors or Substitutors?

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The Value Net: Competitors or Substitutors?
Tim, Germany
It should be "Competitors" not "Substitutors" in the graphic.

Jaap de Jonge, Editor, Netherlands
Thanks Tim for your User Tip. Actually, Substitutors is another word / synomym for Competitors. So the graph was correct. I have now put both the terms Competitors and Substitutors in the picture to avoid future confusion.

substitutors is a better word
kevin, usa
you need to think a step beyond now. what might be a fair substitute for what you offer? airlines don't usually consider amtrak or greyhound their competitors, per se, but they still get you from point a to point b. if the landscape changes, the substitutes may become more attractive and steal from you.

Competitors or Substitutors?
Jo (London), UK
Nope, it should be "substitutors" - See Brandenburger and Nalebuff HBR article, July 1995

Correction to Tim
Ethan, USA
Actually, Brandenburger and Nalebuff use Substitutors in their original article in HBR, so the graphic is correct.


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