An analysis of W. Chan Kim and Renée Mauborgne's Blue ocean strategy
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Bibliographic Information
An analysis of W. Chan Kim and Renée Mauborgne's Blue ocean strategy
（The Macat library）
Routledge, c2017
- : pbk
- : hbk
- Other Title
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A Macat analysis of W. Chan Kim and Renée Mauborgne's Blue ocean strategy
A Macat analysis : W. Chan Kim & Renée Mauborgne's Blue ocean strategy : how to create uncontested market space and make competition irrelevant
Blue ocean strategy : how to create uncontested market space and make competition irrelevant
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Note
Includes bibliographical references
Description and Table of Contents
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.
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
by "Nielsen BookData"