Making a strategy story by using Emergent Storytelling

A case study on a product strategy for new entry into medical equipment industry

Abstract

In case of new entry into an existing market, we need a competition strategy achieves differentiation with competitors in the cost and the product performance. It is said that story is effective in order to draft a consistent strategy interacting with components that achieve differentiation.
In this paper, we report a case of making a strategy story for new entry into the medical equipment industry based on information from market research by using Emergent Storytelling. Emergent Storytelling is a method making a story be completed by repeating inspection and correction of hypothesis stories. We apply this method to make strategy story.