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Blue Ocean Strategy : How to Create Uncontested Market Space and Make Competition Irrelevant
Companies have long 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 in today's overcrowded industries, competing head-on results in nothing but a bloody "red ocean" of rivals fighting over a shrinking profit pool. In a book that challenges everything you thought you knew about the requirements fro strategic success, W. Chan Kim and Renee Mauborgne contend that while most companies compete within such red oceans, this strategy is increasingly unlikely to create profitable growth in the future.Based on a study of 150 strategic moves spanning more then a hundred years and thirty industries, Kim and Mauborgne argue that tomorrow's leading companies will succeed not by battling competitors, but by creating "blue ocean" of uncontested market space ripe for growth. Such strategies moves-termed "value innovation"-create powerful leaps in value for both the firm and its buyers, rendering rivals obsolete and unleashing new demand.Blue Ocean Strategyprovides a systematic approach to making the competition irrelevant.
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Harvard Business Review Press
December 16, 2004
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