Investigating the patterns of value-oriented innovations in Blue Ocean Strategy

Several scholars dealing with business innovation individuate a great role played by customer value for achieving market success. In this perspective the investigation of prescriptive means for New Value Proposition represents a promising, although still poorly unexplored, domain. The paper presents an original approach to investigate past success stories, for which new dimensions of performance and value have been introduced. The lesson learnt from this survey is that certain strategies based on the fulfilment of established or overlooked customer needs are supposed to provide greater market appraisal. The manuscript introduces thus some preliminary directions to support the rethinking of products and services.