volume 23, issue 2, P199-215 2019
DOI: 10.1108/mbe-09-2018-0076
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Elsa Vieira, João J. Ferreira, Ricardo São João

Abstract: Purpose The blue ocean strategy refers to how rebuilding the inputs that customers value in the designing of a new value curve fundamentally requires a four field of action structure: reduce, eliminate, create and raise. However, this does not propose a methodology to identify these fields of action. Hence, the purpose of this study is to present importance-performance analysis (IPA), as a support tool to identify these fields of action given their relevance and utility to managers. Design/methodology/appro…

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