Creating a New Mental Category

Blue Ocean Strategy > Best Practices Premium

Creating a New Mental Category
Uditha Liyanage, Senior Lecturer, Sri Lanka

Blue ocean strategies are basically about creating a new mental category or a frame of reference. For example, Red Bull created a new category called "energy drinks" within the existing "beverage" category. Hence, Blue Ocean strategies are played out in the minds of consumers rather than in physical markets.... Register

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Sanjeev Chugh, Teacher, India


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@Robert Masters
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Creating a New Mental Category
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Special Interest Group Leader
Andrew Nelson

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