ABSTRACT
A lot of conventional strategy is about the market and specifically about how we position ourselves within the market. Some of the strategies work by changing the market structure: Market Maker, Marketect, Niche, Disintermediation, Intermediation and Rumpelstiltskin. Three of the strategies, Market Maker, Rumpelstiltskin and Crusader, are based around creating new value propositions that sit outside the existing market. The Market Maker works by building a new market segment to suit our offering. The book Blue Ocean Strategy is mostly an approach to doing Market Maker and full of good examples of this strategy, particularly ones that work from the market end, such as the paradigm shift development of budget airlines. Marketect is a strategic move based around changing the structure of the market so that it suits one's offerings, and/or makes competitors' offerings redundant. The strategy starts with a detailed market segmentation that aims to identify the structure of the market.
