Blue Ocean Strategy Sequence L.L. Bean


 
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Blue Ocean Strategy Sequence L.L. Bean
Caroline Pittman, Member
The four steps of strategic sequencing for L.L. Bean's Blue Ocean Strategy (BOS) begin with buyer utility and the six stages of the buyer experience. (Kim & Mauborgne, 2005, P. 121).
When I analyzed the buyer utility map in relation to internet or mail order shopping, I was able to notice the biggest blocks to non-customers quite easily. In the purchase stage, “risk” was one lever in particular that stood out:
- Non-customers may feel that internet shopping is not safe. L.L. Bean encrypts any banking information on their website.
- ...
 

 
BOS Sequence for LL Bean
Chris Wiggins, Member
Good examples of LL Bean engaging the 'risk' lever...
 

 











 

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