Commonalities

Blue Ocean Strategy Glossary : Commonalities

Commonalities are shared preferences among buyers. To ensure that a blue ocean is deep and wide enough to guarantee sustainable profitability, managers must aggregate the greatest demand for their offering by challenging two conventional strategic practices: focusing on existing customers and driving for finer segmentation to accommodate buyer differences. By looking to noncustomers and by building on powerful commonalities across them, it is possible to reach beyond existing demand and unlock a new mass of customers that did not exist before.

Source: Blue Ocean Strategy Glossary at www.blueoceanstrategy.com