Blue Ocean Strategy: Buyer Utility Map

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Blue Ocean Strategy > Forum > Blue Ocean Strategy: Buyer Utility Map

Blue Ocean Strategy: Buyer Utility Map
D. Fournier
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.
 

 
Improved Buyer Utility Map
Andrew Nelson, CEO, Australia, SIG Leader
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.
 

     
Special Interest Group Leader
Andrew Nelson
CEO

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