The strategic value-curve approach has been widely acclaimed for at least ten years as a major innovation in the strategic field ; it meets a great success in many industries, based on its authors’ –Kim & Mauborgne- promise to make the competition irrelevant. The approach relies on a graphic...

This work in progress paper aims to contribute to the literature on the cognitive foundations of capability development. Extant research acknowledges that capabilities are rooted in taken for granted conventions that are both a source of distinctiveness but may potentially also give rise to...