Home » Blue Ocean Strategy How to Create Uncontested Market Space and Make the Competition Irrelevant by W. Chan Kim
Blue Ocean Strategy How to Create Uncontested Market Space and Make the Competition Irrelevant W. Chan Kim

Blue Ocean Strategy How to Create Uncontested Market Space and Make the Competition Irrelevant

W. Chan Kim

Published
ISBN :
Hardcover
240 pages
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 About the Book 

Kim and Mauborgnes blue ocean metaphor elegantly summarizes their vision of the kind of expanding, competitor-free markets that innovative companies can navigate. Unlike red oceans, which are well explored and crowded with competitors, blueMoreKim and Mauborgnes blue ocean metaphor elegantly summarizes their vision of the kind of expanding, competitor-free markets that innovative companies can navigate. Unlike red oceans, which are well explored and crowded with competitors, blue oceans represent untapped market space and the opportunity for highly profitable growth. The only reason more big companies dont set sail for them, they suggest, is that the dominant focus of strategy work over the past twenty-five years has been on competition-based red ocean strategies-i.e., finding new ways to cut costs and grow revenue by taking away market share from the competition. With this groundbreaking book, Kim and Mauborgne-both professors at Frances INSEAD, the second largest business school in the world-aim to repair that bias. Using dozens of examples-from Southwest Airlines and the Cirque du Soleil to Curves and Starbucks-they present the tools and frameworks theyve developed specifically for the task of analyzing blue oceans. They urge companies to value innovation that focuses on utility, price, and cost positions, to create and capture new demand and to focus on the big picture, not the numbers. And while their heavyweight analytical tools may be of real use only to serious strategy planners, their overall vision will inspire entrepreneurs of all stripes, and most of their ideas are presented in a direct, jargon-free manner. Theirs is not the typical business management books vague call to action- it is a precise, actionable plan for changing the way companies do business with one resounding piece of advice: swim for open waters.