Blue Ocean Strategy: Buyer Utility Map

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				              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...

	                              Special Interest Group Leader
	                            
	                              Andrew Nelson
CEO
	                            
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