Gillette Interactive Noncustomer Exercise

How a US Consumer Products Company Unlocked the Three Tiers of Noncustomers

Author(s): KIM, W. Chan, MAUBORGNE, Renée, HENRY, Olivier


This case illustrates how new demand is created by looking to noncustomers instead of just competing for a share of the existing customers of an industry. The case prompts the students to consider how new demand was created in the cell phone, computer and air travel industries by unlocking the three tiers of noncustomers.

This case provides the conceptual backdrop to an accompanying interactive class exercise called Blue Ocean Strategy Interactive Noncustomer Exercise: The Case of Gillette, which is a full PowerPoint presentation that is free for instructor download. The PowerPoint presentation is built around Gillette’s introduction of the first safety razors with disposable blades in 1903 which created new demand by reaching beyond the existing customers of straight razors at home and in the barber shop. This case and the accompanying lecture slides come with a comprehensive teaching note and are excellent for both MBAs and executives.

Case Study
Teaching Note
Lecture Slides
Noncustomer Exercise

Teaching Materials

Blue ocean pedagogical materials, used in over 2,800 universities and in almost every country in the world, go beyond the standard case-based method. Our multimedia cases and interactive exercises are designed to help you build a deeper​ understanding of key blue ocean strategy concepts, developed by world-renowned professors Chan Kim and Renée Mauborgne.
Materials available from Harvard Business Publishing
Blue Ocean Shift | Strategy materials available from The Case Centre
We use cookies to ensure you get the best experience on our website and continuing implies your consent - Read our full cookie policy Okay, don’t show me again