„Today’s market share is a reflection of how well a business has performed historically. (…) Chief executives should instead use value and innovation as the important parameters for managing their portfolio of businesses. They should use innovation because, without it, companies are stuck in the trap of competitive improvements. They should use value because innovative ideas will be profitable only if they are linked to what buyers are willing to pay for.“
Kim, W., Mauborgne, R., 2005. Blue Ocean Strategy