Blue Ocean Strategy [antikvár]

Don't Compete with Rivais—Make Them Irrelevant COMPANIES HAVE LONG ENGAGEO IN head-to-head compétition in search of sustained, profitable growth. They have fought for compétitive advantage, bat-tled over market share, and struggled for differentiation. •Yet in today's overcrowded industries, competing head-on results in nothing but a bloody "red océan" of rivais fighting over a shrinking profit pool. In a book that challenges everything you thought you knew about the revirements for stratégie success, W. Chan Kim and Renée Mauborgne contend that while most companies compete within such red océans, this strategy is increasingly unlikely to create profitable growth in the future. Based on a study of 150 stratégie moves spanning more than a hundred years and thirty industries, Kim and Mauborgne argue that tomorrow's lead-ing companies will succeed not by bat-tling competitors, but by creating "blue océans" of uncontested market space ripe for growth. Such stratégie moves— termed "value innovation"—create pow-erful leaps in value for both the firm and its buyers, rendering rivais obsolete and unleashing new demand. Blue Océan Strategy provides a sys-tematic approach to making the compétition irrelevant. In this frame-changing book, Kim and Mauborgne present a proven anaiytical framework and the tools for successfully creating and cap-turing blue océans. Examining a wide range of stratégie moves across a host of industries, Blue Océan Strategy high- (Continued on back flap)