Question: Arenas: Where will we be active (and with how much emphasis)? Which product categories? Which market segments? Which geographic areas? Which core technologies? Which value-creation

Arenas:

  • Where will we be active (and with how much emphasis)?
    1. Which product categories?
    2. Which market segments?
    3. Which geographic areas?
    4. Which core technologies?
    5. Which value-creation stages?
  • it is important to be as specific as possible (53)

According to Hambrick & Fredrickson (2005), the key in addressing the issue of 'arenas' is to understand:

  1. how profits will be generated
  2. where the business will be active
  3. how a business will enter a new market
  4. what is the speed and sequence with which it will carry out its actions
  5. what is its customer value proposition

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