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Which is the best case study for JCDecaux?
The JCDecaux case study highlights that it often takes noncustomers, not customers, to shed insight on the implicit assumptions of an industry that can be challenged and rewritten to create a leap in value for all and new market space.
Why did JCDecaux come up with the idea of street furniture?
JCDecaux reasoned that if it could secure these locations to use for outdoor advertising, it could reach beyond existing demand and convert noncustomers into customers. This gave it the idea to provide street furniture, including maintenance and upkeep, free to municipalities.
How is JCDecaux an example of blue ocean strategy?
Accordingly, street furniture was created that would integrate advertising panels. In this way, JCDecaux created a breakthrough in value for noncustomers, the municipalities, and itself. JCDecaux’s blue ocean strategic move eliminated cities’ traditional costs associated with urban furniture.
How did JCDecaux change the outdoor advertising industry?
It used insight from noncustomers to challenge the implicit assumptions of the industry and pulled the mass of once refusing noncustomers into its market. Before JCDecaux created a new concept in outdoor advertising called ‘street furniture’, the outdoor advertising industry included billboards and transport advertisement.
Last Update: Oct 2021
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