blue ocean strategy · blue ocean strategy provides a systematic approach to making the competition...
TRANSCRIPT
How Blue is Your Ocean?®
Is your company facing heightened competition from domestic and international rivals?
Do your sales representatives increasingly argue they need to offer deeper and deeper price discounts to make sales?
Are you finding you need to advertise more to get noticed in the marketplace, yet the impact of each advertising dollar spent is falling?
Is your company focused more on cost cutting, quality control, and brand management at the expense of growth, innovation, and brand creation?
Do you blame your slow growth on your market?
Do you see outsourcing to low cost companies or countries as a principal prerequisite to regain competitiveness?
Are mergers and acquisitions the principal means your company sees to grow?
Is it easier to get funding to match a strategic move made by your competitor than it is to get internal funding to support a strategic move that allows you to break away from the competition?
Is commoditization of offerings a frequent worry of your company?
List your key competitive factors; now list your competition’s. Are they largely the same?
Awards
Blue Ocean Strategy
Making the competition irrelevant
Companies have long engaged in head‐to‐head
competition in search of sustained, profitable
growth. They have fought for competitive
advantage, battled over market share, and struggled for differentiation.
Yet in today’s overcrowded industries, competing
head‐on results in nothing but a bloody “red
ocean” of rivals fighting over a shrinking profit
pool. In a book that challenges everything you
thought you knew about the requirements for
strategic success, W. Chan Kim and Renée
Mauborgne contend that while most companies
compete within such red oceans, this strategy is
increasingly unlikely to create profitable growth in the future.
Based on a study of 150 strategic moves spanning
more than a hundred years and thirty industries,
Kim and Mauborgne argue that tomorrow’s
leading companies will succeed not by battling
competitors, but by creating “blue oceans” of
uncontested market space ripe for growth. Such
strategic moves—termed “value innovation”—
create powerful leaps in value for both the firm and
its buyers, rendering rivals obsolete and unleashing new demand.
Blue Ocean Strategy provides a systematic
approach to making the competition irrelevant. In
this frame‐changing book, Kim and Mauborgne
present a proven analytical framework and the
tools for successfully creating and capturing blue
oceans. Examining a wide range of strategic moves
across a host of industries, Blue Ocean Strategy
highlights the six principles that every company
can use to successfully formulate and execute blue
ocean strategies. The six principles show how to
reconstruct market boundaries, focus on the big
picture, reach beyond existing demand, get the
strategic sequence right, overcome organizational hurdles, and build execution into strategy.
Upending traditional thinking about strategy, this
landmark book charts a bold new path to winning the future.
How to Create Uncontested Market Space and Make the Competition Irrelevant
Published in 41 Languages Worldwide !