Blue ocean strategy

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the simultaneous pursuit of differentiation and low cost to open up a new market space and create new demand.

Title: Blue ocean strategy

Author: Renée Mauborgne and W. Chan Kim

Year: 2005

Summary:Blue Ocean Strategy challenges everything you think you know about what you need to do to succeed in business. W. Chan Kim and Renee Mauborgne have created one of the most iconic and impactful strategy books ever written. They argue that cutthroat competition only ever results in a bloody red ocean with a shrinking profit pool. What we should be doing through effective strategic thinking and movements, is to create our own "blue oceans" that are untapped and ready for rapid and massive growth. BLUE OCEAN STRATEGY presents a systematic approach to making the competition irrelevant and outlines principles and tools any organisation can use to create and capture their own blue oceans. This expanded edition includes: Read, learn and discuss how you can create such a market by focusing on your product’s characteristics that customers really care about while discarding the characteristics they don’t. This creates a new product offering that doesn’t currently exist, in a space without direct competitors.

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