Blue Ocean Strategy: Buyer Utility Levers

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D. Fournier

Blue Ocean Strategy: Buyer Utility Levers

In Blue Ocean Strategy, the Buyer Utility Map is a chart that shows the six buy utility levers:
1. Productivity
2. Simplicity
3. Risk
4. Fun/image
5. Convenience
6. Environmental friendliness
These 6 can be pulled in the various stages of the buyer experience cycle.

  Andrew Nelson
CEO, Australia
 

Improved Buyer Utility Map

Some of my colleagues and I believe the "Environmental Friendliness" utility is a bit too narrow in its language. We think it is better to use "Social Responsibility" in it's broader sense to include safety, environmental and other humanity utilities.

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