Path 3: Buyers

Look across the chain of buyers

Other Information:

In most industries, competitors converge around a common definition of who the target buyer is. In reality, though, there is a chain of "buyers" who are directly or indirectly involved in the buying decision... Although these three groups may overlap, they often differ. When they do, they frequently hold different definitions of value... Challenging the conventional wisdom about which buyer group to target can lead to the discovery of new blue ocean. By looking across buyer groups, companies can gain new insights into how to redesign their value curves to focus on a previously overlooked set of buyers... By questioning conventional definitions of who can and should be the target buyer, companies can often see fundamentally new ways to unlock value.

Stakeholder(s):

• Purchasers
  • Payment (Performer): paying for products and services


• Users
  • Usage (Beneficiary, Performer): using products and services


• Influencers
  • Influence (Performer): influencing the purchase of products and services

Indicator(s):

Indicator:1

Content