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The Value Net: Competitors or Substitutors?
Tim
It should be "Competitors" not "Substitutors" in the graphic. (...) Read more? Sign up for free
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Graph
Jaap de Jonge, Management Consultant, 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.
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substitutors is a better word
kevin 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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Correction to Tim
Ethan Actually, Brandenburger and Nalebuff use Substitutors in their original article in HBR, so the graphic is correct.
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Special Interest Group Leader
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Coopetition
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