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Circle mapping your firm’s growth strategy

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  • Bruni-Bossio, Vincent
  • Sheehan, Norman T.
  • Willness, Chelsea R.

Abstract

This article offers an innovative graphical approach to facilitating an interactive discussion about identifying and assessing potential growth opportunities. Our approach, circle mapping, visually conceptualizes growth as occupying space, where market space is defined by a set of concentric circles. The circle presently occupied by the firm is defined by its current set of customers and the value proposition offered to them, while the outer concentric circles represent growth opportunities that are defined by new customers and value propositions. The process of circle mapping prompts leadership teams to formulate a growth strategy by visually mapping the value proposition for future customers in relation to the firm’s capacity to access the resources and capabilities needed to successfully occupy those spaces. The model allows leaders to conceptualize growth strategies, such as leveraging success in one circle to target consumers in another. It can also allow leaders to evaluate the rewards and risks associated with different growth opportunities, while the visual aspect of the model assists with overcoming some common challenges of applying strategy frameworks to develop new strategies. By having leaders visually depict and justify where and why they want to grow, circle mapping helps firms conceptualize a profitable future and then confidently move toward that space.

Suggested Citation

  • Bruni-Bossio, Vincent & Sheehan, Norman T. & Willness, Chelsea R., 2018. "Circle mapping your firm’s growth strategy," Business Horizons, Elsevier, vol. 61(2), pages 285-296.
    • Handle: RePEc:eee:bushor:v:61:y:2018:i:2:p:285-296
    DOI: 10.1016/j.bushor.2017.11.010
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    References listed on IDEAS

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    1. Martin J. Eppler & Friederike Hoffmann & Sabrina Bresciani, 2011. "New Business Models Through Collaborative Idea Generation," International Journal of Innovation Management (ijim), World Scientific Publishing Co. Pte. Ltd., vol. 15(06), pages 1323-1341.
    2. Flavio Gnecchi, 2009. "Market-Driven Management, Market Space and Value Proposition," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Market-.
    3. Vargo, Stephen L. & Maglio, Paul P. & Akaka, Melissa Archpru, 2008. "On value and value co-creation: A service systems and service logic perspective," European Management Journal, Elsevier, vol. 26(3), pages 145-152, June.
    4. Sheehan, Norman T. & Bruni-Bossio, Vince, 2015. "Strategic value curve analysis: Diagnosing and improving customer value propositions," Business Horizons, Elsevier, vol. 58(3), pages 317-324.
    5. Kelvin J. Lancaster, 1966. "A New Approach to Consumer Theory," Journal of Political Economy, University of Chicago Press, vol. 74(2), pages 132-132.
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