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
	                            
	                            Blue Ocean Strategy
	                          
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