The Value Net: Competitors or Substitutors?

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It should be "Competitors" not "Substitutors" in the graphic. (...) Read more? Sign up for free

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  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

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.

  Jo (London)

Competitors or Substitutors?

Nope, it should be "substitutors" - See Brandenburger and Nalebuff HBR article, July 1995


Correction to Tim

Actually, Brandenburger and Nalebuff use Substitutors in their original article in HBR, so the graphic is correct.

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