This is “Step 5: Preliminary Growth Strategy Ideas”, section 9.5 from the book Competitive Strategies for Growth (v. 1.0). For details on it (including licensing), click here.

For more information on the source of this book, or why it is available for free, please see the project's home page. You can browse or download additional books there. You may also download a PDF copy of this book (5 MB) or just this chapter (694 KB), suitable for printing or most e-readers, or a .zip file containing this book's HTML files (for use in a web browser offline).

Has this book helped you? Consider passing it on:
Creative Commons supports free culture from music to education. Their licenses helped make this book available to you.
DonorsChoose.org helps people like you help teachers fund their classroom projects, from art supplies to books to calculators.

9.5 Step 5: Preliminary Growth Strategy Ideas

The categories of value identified in Step 3 (sorting) and additional insights from the research generate some natural, action-oriented questions for pursuing growth of customer value and competitive position. In Chapter 6 "Growth Strategy", we discussed a series of growth questions that naturally emerge from the different categories of the framework. For Annie’s case, the questions led to a number of preliminary growth ideas, which are presented in the text boxes surrounding the 3-Circle diagram in Figure 9.5 "Growth Strategy Priorities for OptiMod". The figure exhibits the value that Annie discovered in her interviews in Column A and the basic growth questions for each category of value in Column B. Column C indicates the conclusions initially drawn by this analysis. Chief among these conclusions was to correct doctor’s misperceptions regarding OptiMod’s efficacy and managed-care coverage. We will come to the final conclusions regarding growth strategy in Step 10.