Blue ocean strategy : how to create uncontested market space and make the competition irrelevant

Type

Book

Authors

Mauborgne, Renée ( Renée Mauborgne )

Kim, W. Chan ( W. Chan Kim )

ISBN 10

1591396190

ISBN 13

9781591396192

Tags

New products, Market segmentation, Produits nouveaux, Segmentation du marche, Politique de l'entreprise, Innovations, Marketing

Abstract

In a book that challenges everything you thought you knew about the requirements for strategic success, Kim and 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 30 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.--From publisher description.

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