Ideas for Blue Growth Strategies

Publisher Summary This chapter provides a systematic categorization of blue growth strategies. Companies often use different growth strategies—even if they are all blue—in different stages of the product life cycle. The key is to understand that all these strategies are available. The five strategies are: mergers and acquisitions, divestitures, establish a market niche and develop a brand, extend products and services to new markets, and develop new products and services. In addition, another source of blue product innovation is the change in the key-value driver of the growth strategy that may be caused by shifts in market demand conditions. These shifts are due to changes in consumer preferences or new technologies. Time and again, highly successful companies are caught off guard by such shifts. When value driver shifts, growth strategy needs to be adapted. This may require changes in products and services or sometimes fundamental changes.