01May '10

Systematizing New Value Proposition Through a TRIZ-based Classification of Functional Features

Procedia Engineering

Theme: Analysis of 32 case studies from blue ocean strategy literature that identifies repeatable patterns to systemize the process of building new value curves to create blue oceans.

Summary: This paper attempts to systematize the procedure for constructing new value propositions to create a blue ocean strategy. The authors compare the value curves of 32 selected case studies from blue ocean strategy literature, classifying the reported factors for each case’s strategy canvas into the four actions: eliminating, reducing, raising and creating. Then, based on TRIZ classification of functional features, they categorize these attributes into three main groups: useful functions (UF); harmful functions (HF); and resource consumption mitigating functions (RES). Sub-functional features are also described and statistical analysis is conducted to identify mutual correlations. The authors report a trend of increasing deployment of RES and HFs as eliminating and reducing actions. They also reported an increased focus on raising the UFs that industries had traditionally competed on. No correlation among the newly-created attributes was reported. The authors suggest that this systemization effort is the first of its kind and that future research streams along these lines may be used to identify more prescriptive guidelines.

Reference: Borgianni, Yuri, et al. "Systematizing New Value Proposition through a TRIZ-based classification of Functional Features." Procedia Engineering 9 (2011): 103–118.
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