CATEGORIZING POTENTIAL BUYERS
THE THREE NONCUSTOMER SEGMENTS
(STRATEGY & INNOVATION)
WRITTEN BY: OXFORD BUSINESS PUBLISHING
ABOUT THIS BOOK
This book has been crafted by integrating the insights and expertise of numerous renowned international specialists in the field. Rather than relying on a single or average source, it draws from a rich combination of premium, authoritative perspectives, ensuring that readers gain access to the highest quality knowledge available.
CONTENT:
The Red Ocean's Bleeding Edge: Why Competition Is Insufficient
The Blue Ocean Promise: Creating Uncontested Market Space
Shifting Focus: The Untapped Power Of Noncustomers
Introducing The Landscape: The Three Tiers Of Noncustomers
Tier One: “Soon-To-Be” Noncustomers — On The Edge Of Your Market
Tier Two: “Refusing” Noncustomers — Consciously Choosing Against You
Tier Three: “Unexplored” Noncustomers — Beyond Conventional Boundaries
The Power Of Commonalities: Desegmenting For Mass Appeal
The Strategy Canvas: Mapping Your Path From Red To Blue (Noncustomer View)
The Four Actions Framework: Sculpting Value For Noncustomers
Six Paths To Reconstruct Market Boundaries: A Noncustomer Journey
The Right Sequence (Utility, Price, Cost, Adoption): Ensuring Noncustomer Conversion
Target Costing And Pricing Innovation: Profiting From New Demand
Overcoming Organizational Hurdles: Mobilizing For The Noncustomer Frontier
Continuous Renewal: Institutionalizing Noncustomer-Driven Growth And Avoiding Red Ocean Traps
