In this article W. Chan Kim and Renée Mauborgne discuss value innovation opposed to head to head competition and process improvements. Instead of gaining incremental improvements with benchmarking, value innovation creates consumer based quantum leaps in value. The three value platforms product, service and delivery allow companies to rotate between new value curves when faced with head to head competition, so that zero sum competition doesn’t happen. Companies such as Compaq used value innovation including the three platforms to become one of the fastest companies to achieve fortune 500 status. Instead of competing against companies to gain the largest market share, value innovation makes competitors irrelevant.
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by in Harvard Business Review on July 01, 2004
