Vieira, ElsaFerreira, João J.São João, Ricardo2019-10-012019-10-012019Vieira, E., Ferreira, J. & São João, R. (2019). Creation of value for business from the importance-performance analysis : the case of health clubs. Measuring Business Excellence, 23 (2), 199-215. doi: 10.1108/MBE-09-2018-00761368-3047http://hdl.handle.net/10400.15/2725The blue ocean strategy refers to how rebuilding the inputs that customers value in the designing of a new value curve fundamentally requires a four field of action structure: reduce, eliminate, create and raise. However, this does not propose a methodology to identify these fields of action. Hence, the purpose of this study is to present importance-performance analysis (IPA), as a support tool to identify these fields of action given their relevance and utility to managers.engCreation of valueImportance-performance analysisHealth clubsjournal article10.1108/MBE-09-2018-0076