Blue Ocean Shift
Reinvent Your Business Model: How to Seize the White Space for Transformative Growth
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A Marketer's Guide To Category Design: How To Escape The "Better" Trap, Dam The Demand, And Launch A Lightning Strike Strategy
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Blue oceans, in contrast, are defined by untapped market space, demand creation, and the opportunity for highly profitable growth. Although some blue oceans are created well beyond existing industry boundaries, most are created from within red oceans by expanding existing industry boundaries, as Cirque du Soleil did. In blue oceans, competition is
... See moreW. Chan Kim • Blue Ocean Strategy
The creators of blue oceans, surprisingly, didn’t use the competition as their benchmark.17 Instead, they followed a different strategic logic that we call value innovation. Value innovation is the cornerstone of blue ocean strategy. We call it value innovation because instead of focusing on beating the competition, you focus on making the competit
... See moreW. Chan Kim • Blue Ocean Strategy
Outthink the Competition: How a New Generation of Strategists Sees Options Others Ignore
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