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Several scholars dealing with business innovation individuate a great role played by customer value in achieving market success. With this perspective the investigation of prescriptive means for New Value Proposition represents a promising, although still poorly explored, domain. The paper presents an original approach to investigating past success stories focused around approaches derived from "Blue Ocean Strategy", for this new dimensions of performance and value have been introduced. The lesson learned from this survey is that certain strategies based on the fulfilment of established or overlooked customer needs provide greater market appraisal. This article introduces some preliminary directions to support the rethinking of products and services.