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BOS Moves

Viagra

Viagra Blue Ocean Strategy Strategic Move

When companies are willing to challenge the functional-emotional orientation of their industry, they often find new market space. We have observed two common patterns. Emotionally oriented industries offer many extras that add price without enhancing functionality. Stripping away those extras may create a fundamentally simpler, lower-priced, lower-cost business model that customers would welcome. Conversely, functionally oriented industries can often infuse commodity products with new life by adding a dose of emotion and, in so doing, can stimulate new demand.

For example, with its wildly successful Viagra, Pfizer created a blue ocean by shifting the focus of the pharmaceutical industry’s largely functional orientation —medical treatment— to lifestyle enhancement, an emotional orientation.