Four Actions Framework

Raise

Which factors should be raised well above the industry’s standard?

Eliminate

Which factors that the industry has long competed on should be eliminated ?

New Value Curve

Create

Which factors should be created that the industry has never offered?

Reduce

Which factors should be reduced well below the industry’s standard?

The Four Actions Framework developed by W. Chan Kim and Renée Mauborgne is used to reconstruct buyer value elements in crafting a new value curve or strategic profile. To break the trade-off between differentiation and low cost in creating a new value curve, the framework poses four key questions, shown in the diagram, to challenge an industry’s strategic logic.

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Blue Ocean Strategy & Shift Tools

Chan Kim and Renée Mauborgne have created a comprehensive set of analytic tools and frameworks to create blue oceans of new market space. In their 2017 New York Times bestselling book, Blue Ocean Shift , Kim and Mauborgne share how to put these practical market-creating tools into practice to move from red to blue oceans and to do so in a way that people own and drive the process.

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