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Selected Case

published: 26 Feb 2013

  • Topic: Strategy
  • Industry: Technology and Home Video Gaming
  • Region: Global

This case illustrates that if companies wish to tap into latent demand and create organic growth, they must learn from noncustomers. The case demonstrates that if Nintendo attempted to compete head-to-head against it's Sony and Microsoft rivals they would be further marginalized in the game console industry.

Pedagogical Objectives:
As the case highlights, by understanding the pain points the industry creates for noncustomers, while also understanding why noncustomers turn to alternatives, one can recombine existing key competitive factors using the ERRC grid to create an offering that is simultaneously low-cost and high value.

Blue Ocean Strategy, Noncustomers, Value Innovation, Video Game Console, Nintendo, Breakthrough Strategic Moves, Wii