The Value Net: Competitors or Substitutors?

Knowledge Center


Tim, Germany

The Value Net: Competitors or Substitutors?

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.

kevin, usa

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), UK

Competitors or Substitutors?

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

Ethan, USA

Correction to Tim

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


More on Coopetition:
Discussion Topics
🔥 Checklist of All Reasons for Co-opetition
Add 5th Group to Value Net: Shareholders
Value Net is not an Alternative to Porter's Five Forces
Reasons Behind Coopetition in Innovation
Value Net vs. Value Chain
How to Achieve Creativity in Strategy Formation
👀The Value Net: Competitors or Substitutors?
Special Interest Group

Do you know a lot about Coopetition? Become our SIG Leader

Knowledge Center

About 12manage | Advertising | Link to us / Cite us | Privacy | Suggestions | Terms of Service
2023 12manage - The Executive Fast Track. V16.1 - Last updated: 7-6-2023. All names of their owners.