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عمومی::
نوآوری در خلاقیت
This is called 'value innovation' by the authors or, more broadly, 'useful innovation'.
SWITCHING OCEANS USING VALUE INNOVATION
Kim and Mauborgne call the process of radical division that leads to a blue ocean 'value innovation'.
The name 'value innovation' reflects the purpose of the blue ocean: to create more value, both for consumers, which will in turn attract new customers, and for the business, where pricing structures will be extensively redefined with the aim of shifting market parameters.
Value innovation, which lies at the heart of the strategy re- commended by the authors, is insufficiently defined, making it harder for it to become established as a new concept.
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