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A Refined Strategic Canvas of Blue Ocean Strategy Based on the Business Evolution  

Song, Chang-Yong (Department of Industrial Engineering, Halla University)
Publication Information
Journal of Korean Society of Industrial and Systems Engineering / v.35, no.3, 2012 , pp. 210-216 More about this Journal
Abstract
Recently, it is not sufficient that contemporary firms satisfy customers to be really successful, they must create new value. To do so, many firms focus on the blue ocean strategy. The blue ocean strategy proposed the strategic canvas as a main tool for identifying the opportunities for value differentiation. It is easy to understand and for the use, but has weakness that is a unclear procedure to make it done. To complement its weak point, this study proposes a refined strategic canvas based on the concept of the business evolution that comes from a discontinuous evolution trend of 5 stages known as customer expectation.
Keywords
Strategic Canvas; Blue Ocean; Business Evolution;
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