In their book Blue Ocean Strategy, Kim and Mauborgne assert that the key to a successful business is to create what they call “ value innovation”-an innovation that makes your product so unique and superior to the competition (and thus more valuable to your customers) that you open up uncontested markets and leave your rivals behind. They contrast it with a “red ocean”, a marketplace where fierce competition has stained the water with the blood of the combatants. According to the authors, crowded markets and red ocean strategies tend to produce minimal profit margins, while blue ocean strategies lead to more profitable growth.īelow is a brief overview of the key themes discussed in the book. Chan Kim and Renée Mauborgne argue that the solution to business success is to operate in an uncontested market (the “blue ocean”). What is Blue Ocean Strategy about? What is the difference between a blue ocean and a red ocean? Like this article? Sign up for a free trial here. Shortform has the world's best summaries of books you should be reading. This article is an excerpt from the Shortform summary of "Blue Ocean Strategy" by W.
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