Blue Ocean Strategy by W. Chan Kim and Renée Mauborgne
The thesis of Blue Ocean Strategy is simple: why compete with other firms if you don’t have to?
In contrast to Michael Porter’s work, W. Chan Kim and Renee Mauborgne advocate a different approach to strategy: focus on creating new industries that change the competitive landscape completely. By focusing your resources on creating uncontested market space (a “Blue Ocean”), you’re working to simultaneously make your firm the industry leader and make your current competition irrelevant.
Blue Ocean Strategy will help you identify new areas of business that your company can pioneer. After all, there’s no sense in operating in highly competitive war-zones (“Red Oceans”) if you have a choice.
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