high performance. The real opportunity is to create blue oceans of uncontested market space. Blue Ocean Strategy. W. Chan Kim · Renee Mauborgne. Blue Ocean Strategy is a marketing theory from a book published in which was written by W. Chan Kim and Renée Mauborgne, professors at INSEAD. Blue Ocean Strategy has ratings and reviews. Hal said: The Renée Mauborgne (Goodreads Author) . W. Chan Kim and Renée Mauborgne.

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And maubirgne if there are commonalities across all three tiers. The theory itself is pretty obvious when you look at it – basically it argues that making a profit in any commodities market boils down to reducing costs, and that when your competitors cannot directly compete against you, you will make much strategj money. Instead, firms should redefine their businesses into new offerings that are appealing to customers but are in such conditions or situations t This ise a business school sort of trade book that has been getting a lots of hype.

We first introduce a set of analytical tools and frameworks that show you how to systematically act on this challenge, and, second, we elaborate the principles that define and separate blue ocean strategy from competition-based strategic thought. Which of the factors that the industry takes for granted should be eliminated? This, in turn, requires a shift of attention from supply to demand, from a focus on competing to a focus on value innovation — that is, the creation of innovative value to bue new demand.


The book is divided into three parts: This is the same idea expressed in the form of an analogy. So some ideas in this book become common sense nowadays. Dec 21, Greg rated it did not like it. Please help improve it or discuss these issues on the talk page. Focus on commonalities and the segment buyers. Telling someone to go out and follow such a strategy is a little bit like the old joke about the cure to poverty being simple – step 1, get yourself a million dollars; Step 2.

The signal-to-noise ratio of business books generally tends towards zero.

Kind of a stupid book. Goodreads helps you keep track of books you want to read.

Identify pain points of your product and eliminate them through a complementary product. Draw your “to be” strategy canvas based on insights from field observations. By using this site, you agree to the Terms of Use and Privacy Policy. They do find ways to tap into new or specialized markets.

It is oxean course easy to see after the facts, but the only way to develop these blue oceans is to try and try and try again. Focus on the one that’s the “biggest catchment” at the time.

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

No trivia or quizzes yet. Please help improve this article by adding citations to reliable sources. Support only those projects and operational moves that allow your company to blur the gap to actualise the new strategy. Lexus offered quality of Mercedes at price of Lincoln.


Sep 29, Daniel rated it it was amazing. The new chapters in the expanded edition of the book deal with the issues of how to develop and align the three strategy propositions of value, profit and people, how to sustain and renew blue ocean strategy at both the business level and the corporate level, and how to avoid red ocean traps that keep organizations anchored in existing market space even as they attempt to create new market space.

While Kim and Mauborgne propose approaches to finding uncontested market space, at the present there are few success stories of companies that have actively applied their ikm.

Southwest Airlines is still an airline. Distribute your before-and-after strategic profiles on one page for easy comparison.

Blue Ocean Strategy – Wikipedia

To them, extra demand is out there, largely untapped. The problem is that finding such opportunities happens most times through a combination of some skill and more luck. This page was last edited on 20 Decemberat Blue Ocean Strategy is a marketing theory from a book published in which was written by W.