The Value Net: Competitors or Substitutors?
It should be "Competitors" not "Substitutors" in the graphic.
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kevin, usa
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substitutors is a better word
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.
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Jo (London), UK
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Competitors or Substitutors?
Nope, it should be "substitutors" - See Brandenburger and Nalebuff HBR article, July 1995
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Ethan, USA
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Correction to Tim
Actually, Brandenburger and Nalebuff use Substitutors in their original article in HBR, so the graphic is correct.
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