“Value innovation is created in the region where a company's actions favorably affect both its cost structure and its value proposition to buyers. Cost saving are made by eliminating and reducing the factors an industry competes on. Buyer value is lifted by raising and creating elements the industry has never offered. Over time, costs are reduced further as scale economics kick in due to the high sales volumes that superior value generates.”

—  W. Chan Kim, book Blue Ocean Strategy

Source: Blue Ocean Strategy, 2005, p. 15

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W. Chan Kim8
South Korean economist 1951

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