Winning by not competing: a fresh approach to strategy
Since the dawn of the industrial age, companies have engaged in head-to-head competition in search of sustained, profitable growth. They have fought for competitive advantage, battled over market share, and struggled for differentiation.
Yet these hallmarks of competitive strategy are not the way to create profitable growth in the future. In a book that challenges everything you thought you knew about the requirements for strategic success, W. Chan Kim and Renee Mauborgne argue that cutthroat competition results in nothing but a bloody red ocean of rivals fighting over a shrinking profit pool.
Based on a study of 150 strategic moves spanning more than a hundred years and thirty industries, the authors argue that lasting success comes not from battling competitors, but from creating "blue oceans": untapped new market spaces ripe for growth. Such strategic moves which the authors call "value innovation"create powerful leaps in value that often render rivals obsolete for more than a decade.
Blue Ocean Strategy presents a systematic approach to making the competition irrelevant and outlines principles and tools any company can use to create and capture blue oceans. A landmark work that upends traditional thinking about strategy, this book charts a bold new path to winning the future.
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Harvard research team issues an easy to read marketing tool on 'how-to' guide to marketing in a tough, competitive world. A must for any business manager's A-list of reference books.
"This breakthrough book is essential for any strategist or entrepreneur who wants to move out of intensively competitive, shark-infested waters and into an opportunity- filled, open ocean." -- Business Insider
|Creating blue oceans||p. 3|
|Analytical tools and frameworks||p. 23|
|Reconstruct market boundaries||p. 47|
|Focus on the big picture, not the numbers||p. 81|
|Reach beyond existing demand||p. 101|
|Get the strategic sequence right||p. 117|
|Overcome key organizational hurdles||p. 147|
|Build execution into strategy||p. 171|
|Conclusion : the sustainability and renewal of blue ocean strategy||p. 185|
|Table of Contents provided by Blackwell. All Rights Reserved.|
Number Of Pages: 256
Published: 16th May 2005
Dimensions (cm): 22.9 x 16.5 x 2.7
Weight (kg): 0.54