The Nintendo Wii: Lessons Learned from Noncustomers

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 its Sony and Microsoft rivals they would be further marginalized in the game console industry. Supplementary Video and Lecture Slides can be obtained at https://www.blueoceanstrategy.com/teaching-materials/nintendo-wii/

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.