دانلود ترجمه مقاله تلفن های همراه راهزن: یک استراتژی اقیانوس آبی

4. The four-actions framework and strategy canvas Kim and Mauborgne proposed a four-actions framework to reconstruct buyer value elements in order to craft a new value curve. If there is value innovation, it will easily be found in the new curve and existing curves. There are four key questions that should be asked to challenge an industry’s strategic logic and business model [1]: Which factors taken for granted should be eliminated? Which factors should be reduced well below the industry’s standard? Which factors should be raised well above the industry’s standard? Which factors should be created that the industry has never offered? Based on these questions, we interviewed industry experts, and Table 5 summarizes the results. Based on the grid in Table 5 and our research findings, Fig. 3 depicts a strategy canvas for a high-end brand cellphone, a low-end brand cellphone, and a bandit cellphone. It reveals that the high-end and low-end brands have a similar strategy, while the bandit cellphone has a much different strategy. It eliminates the competition-based business models used by major brand cellphones, and shows that customers and users are no longer passively waiting for products [14]. Value innovation is critical to satisfying customers.