Marketing Generics Application Note:

How to Make a Value Curve Analysis

The Value Curve Analysis was conceived by Professors Chan Kim and Maugbourne, with more recent exposure in the book ‘Blue Ocean Strategy’.  However for the businessman, strategist and marketer, Value Curves offer a relatively simple but highly powerful tool, to enable them to dive deep and unlock what customers really value, and how you and the competition match up against that.   It does all of this in a simple graph, so immediately offering visual, simple but powerful insights.  There are many permutations, versions and views about how Value Curves can or should be used, so this Application Note explains a simple but effective, step-by-step guide:  The 6 steps of how to make a simple Value Curve Analysis; and how to read a Value Curve Analysis.


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Keywords: Marketing Application Note, Value Curves, Value Curve Analysis,The 6 steps of how to make a simple Value Curve Analysis, How to read a Value Curve Analysis,Value Proposition, Battle Box, competition, The Marketing Discussion with a Customer, customer needs, customer sensitivities, customer priorities