Dollinger index

Intrapreneurship and Corporate Venturing 401

budget) produces the initial canvas. Note that the factors are the same for each seg-

ment and so is the price/value ratio. Asked what they want, customers will respond,

“More value for less price”—the equivalent of a faster horse.

2. Thefour actions frameworkgets away from simply offering more for less. In the
   case of the wine industry the question became: How do we get nonconsumers to
   drink wine? Instead of competing against other wine producers for the same cus-
   tomers, Australia’s Casella Winery looked for an alternative—competing against
   nonconsumption of wine. The four actions are:
   
   
   • Elimination: What factors can be done away with completely? The competitors
     assume these are important, but are they?
   
   
   • Reduction: What factors can be lowered significantly without a loss of value for
     nonconsumers?
   
   
   • Raise: What factors can be raised above industry averages to seduce the noncon-
     sumer?
   
   
   • Creation: What factors can be added to create value for the nonconsumer?
     By applying these actions to the strategy canvas, the intrapreneur creates a new
     value curve as illustrated in Figure 10.2.
   
   
   
   

Premium Wines

Low

Price Above-the-line

marketing

Aging

quality

Vineyard prestige

and legacy

Wine

complexity

Wine

range

Budget Wines

Use of enological

terminology and

distinctions in wine

communication

High

‹

‹

‹

‹ ‹ ‹

‹

z z z z

z

z z

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Figure 10.1 The Strategy Canvas of the U.S. Wine Industry in the Late 1990s

SOURCE: W. C. Kim and R. Mauborgne, Blue Ocean Strategy (Cambridge, MA: Harvard Business School Press, 2005).