Blue Ocean Strategy
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Blue Ocean Strategy : How to Create Uncontested Market Space

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Description

In Blue Ocean Strategy, W. Chan Kim and Renee Mauborgne tackle the central problem facing all businesses: how to perform better than your competitors? Their solution involves taking a creative approach to the normal view of competition.


In the normal framework, competition is a zero-sum game: if there are two companies competing for the same market, as one does better, the other has to do worse. The authors' creative leap is to suggest one can beat the competition by not competing. Companies should avoid confronting competitors in crowded marketplaces, what they call "red oceans," and instead seek out new markets, or "blue oceans." Once the blue oceans have been identified, companies can get down to the task of creating unique products which exploit that market.


Chan and Mauborgne argue, for example, that a wine company might decide to start appealing to a group previously uninterested in wine. This would be a "blue ocean" market, giving the winemaker a huge advantage, which they could exploit by creating a wine that appealed to the tastes of a beer-drinking demographic. A classic of business writing, Blue Ocean Strategy is creative thinking and problem solving at its best.
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Product details

  • Paperback | 98 pages
  • 133 x 197 x 5.33mm | 128g
  • London, United Kingdom
  • English
  • 191212842X
  • 9781912128426
  • 218,150

Table of contents

Ways In to the Text


Who are W. Chan Kim and Renee Mauborgne?


What does Blue Ocean Strategy Say?


Why does Blue Ocean Strategy Matter?


Section 1: Influences


Module 1: The Author and the Historical Context


Module 2: Academic Context


Module 3: The Problem


Module 4: The Author's Contribution


Section 2: Ideas


Module 5: Main Ideas


Module 6: Secondary Ideas


Module 7: Achievement


Module 8: Place in the Author's Work


Section 3: Impact


Module 9: The First Responses


Module 10: The Evolving Debate


Module 11: Impact and Influence Today


Module 12: Where Next?


Glossary of Terms


People Mentioned in the Text


Works Cited
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About Andreas Mebert

Dr Andreas Mebert holds a PhD in business administration from the University of Manchester.


Stephanie Lowe holds an MSc in global media and journalism from the London School of Economics.
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