A Value Curve Analysis is a visual and analytical way to compare one of your services or products to that of a competitor or an industry norm. It uses knowledge about the Key Quality Characteristics (KQC) of the service or product and how customers rate each KQC. The combinations of these ratings create value curves (i.e. profiles) which help in understanding current or potential levels of competition. A truly unique Value Curve can lead to a “Blue Ocean” marketplace with little or no competition.

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