Author of this article:
Strategy Canvas (Value Differentiation)
EARLY ACCESS VERSION
On this page
Strategy Canvas
The Strategy Canvas has been developed by Chan Kim and Reneé Mauborgne as analytical tool to develop a blue ocean strategy (cf. Kim 2015).
It helps to rate your key value offerings against your competitors. This helps to analyze and put your offerings in perspective of a certain industry or strong competitors. Additionally, it is used to identify key differentiators to set your offering apart from competition and create new growth niches.
On the x-axis the key factors starting with the price are visualized, where players in an industry compete on and invest in. On the y-axis the offering level to users is shown on a scale from 1 to 5.
Below one of the introductory examples used by Chan and Mauborgne to the tool:
iPhone 1.0 (2007) – Strategy Canvas
Key Competing Factors (iPhone)
Configure columns
No results found |
References and further reading
- Kim, Chan / Mauborgne, Renée (2015): Blue Ocean Strategy. How to create uncontested Market Space and Make the Competition irrelevant., Expanded edition, Boston: Harvard Business Review Press, Website to the book URL: https://www.blueoceanstrategy.com/tools/strategy-canvas/; Link to the interactive tool: https://www.blueoceanstrategy.com/as-is-strategy-canvas-tool/
- Kim, Chan / Mauborgne, Renée (2017): Blue Ocean Shift. Beyond Competing. Proven Steps to inspire confidence and seize new growth, New York: Hachette Books
- Blue Ocean Team: 5 Compelling Strategy Canvas Examples You Can Learn From, URL: https://www.blueoceanstrategy.com/blog/strategy-canvas-examples/ (Accessed: 20 Jun 2026)
How do you like this article?
Thank you for your feedback!
