W. Chan Kim and Renee Mauborgne - Blue Ocean Strategy: How To Create Uncontested Market Space And Make The Competition Irrelevant

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In BLUE OCEAN STRATEGY, two business writers propose an innovative and ambitious new way for companies to compete. W. Chan Kim and Renee Mauborgne employ a visual metaphor: "red ocean" is the crowded, traditional space, where competing means working with old rules, hence at a disadvantage; "blue ocean" is the name for the wide open and free space where innovators can succeed by making their own rules. Using case studies of a range of companies, including Starbucks, Dell, and Cirque du Soleil, Kim and Mauborgne identify how and why these companies achieved tremendous success through innovative strategies. Finally, Kim and Mauborgne provide six basic principles along with charts and tables to help plot new, customized marketing strategies and set sails for the wide open seas of success.