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

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

W. Chan Kim

Book - 2005

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 irrele...vant.--From publisher description.

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Subjects
New products.
Market segmentation.
Published
Boston, Mass. : Harvard Business School Press c2005.
Language
English
Main Author
W. Chan Kim (-)
Other Authors
Renée Mauborgne (-)
Physical Description
xv, 240 p. : ill. ; 25 cm
Bibliography
Includes bibliographical references (p. [223]-229) and index.
ISBN
9781591396192
  • Creating blue oceans
  • Analytical tools and frameworks
  • Reconstruct market boundaries
  • Focus on the big picture, not the numbers
  • Reach beyond existing demand
  • Get the strategic sequence right
  • Overcome key organizational hurdles
  • Build execution into strategy
  • The sustainability and renewal of blue ocean strategy.
Review by Publisher's Weekly Review

Kim and Mauborgne?s 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 don?t set sail for them, they suggest, is that ?[t]he 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 France?s INSTEAD, 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 they?ve 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 book?s 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. (Feb.) Copyright 2005 Reed Business Information.

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