Companies that seek profitable growth have long chosen the path of fierce competition. They search for a competitive advantage, fight to gain a larger market share, and strive to differentiate themselves.
However, today, in crowded economic sectors, fierce competition leads to a blood-soaked "red ocean," where opponents fight for a shrinking pool of profits. In this book, Kim and Mauborgne challenge everything you thought you knew about a successful strategy and argue that while most companies compete in these red oceans, such a strategy will not lead to profitable growth in the future.
Based on a study of 150 strategic moves over a period exceeding 100 years and covering thirty sectors, the authors claim that the leading businesses of the future will succeed not by battling their competitors, but by creating "blue oceans" of uncontested market space ripe for growth. These strategic moves, called "value innovations," create distinct value for both the company and the buyers, leaving competitors behind, and unlocking new demand.
The "Blue Ocean Strategy" provides a systematic way to bypass competition. In this groundbreaking book, Kim and Mauborgne present a tested analytical framework and tools to discover and conquer blue oceans. By analyzing a wide range of strategic moves across various sectors, they confirm the six tactics any company can use to shape and implement a blue ocean strategy. The six tactics show how you can redefine market boundaries, see the big picture, look beyond known demand, correctly prioritize the various stages of strategy, overcome organizational hurdles, and integrate the execution stage into the strategy.
By overturning the established approach to strategy, this landmark book "charts a bold new path for those who want to win the future."
In today's oversaturated economic sectors, fierce competition leads to a blood-soaked "red ocean," where opponents fight to capture a share of ever-shrinking profits. The authors of the book argue that this strategy will not lead to profitability in the future.
The leaders of the future will secure success, not by defeating their competitors, but by creating "blue oceans," unexplored market shares that are ripe for growth.
The book presents the analytical framework and tools for discovering and conquering "blue oceans." By analyzing a series of strategic moves across various sectors, the authors show how market boundaries are redefined for additional demand, how organizational hurdles are overcome so that execution is integrated into the strategy.
A landmark book on strategy, opening a new path full of challenges.