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An Analysis of W. Chan Kim and Renee Mauborgne's Blue Ocean Strategy

- How to Create Uncontested Market Space
Af: Andreas Mebert Engelsk Paperback

An Analysis of W. Chan Kim and Renee Mauborgne's Blue Ocean Strategy

- How to Create Uncontested Market Space
Af: Andreas Mebert Engelsk Paperback
Tjek vores konkurrenters priser

In Blue Ocean Strategy, W. Chan Kim and Renée Mauborgne tackle the central problem facing all businesses: how to perform better than your competitors? Their solution involves taking a creative approach to the normal view of competition.

In the normal framework, competition is a zero-sum game: if there are two companies competing for the same market, as one does better, the other has to do worse. The authors’ creative leap is to suggest one can beat the competition by not competing. Companies should avoid confronting competitors in crowded marketplaces, what they call “red oceans,” and instead seek out new markets, or “blue oceans.” Once the blue oceans have been identified, companies can get down to the task of creating unique products which exploit that market.

Chan and Mauborgne argue, for example, that a wine company might decide to start appealing to a group previously uninterested in wine. This would be a “blue ocean” market, giving the winemaker a huge advantage, which they could exploit by creating a wine that appealed to the tastes of a beer-drinking demographic. A classic of business writing, Blue Ocean Strategy is creative thinking and problem solving at its best.

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In Blue Ocean Strategy, W. Chan Kim and Renée Mauborgne tackle the central problem facing all businesses: how to perform better than your competitors? Their solution involves taking a creative approach to the normal view of competition.

In the normal framework, competition is a zero-sum game: if there are two companies competing for the same market, as one does better, the other has to do worse. The authors’ creative leap is to suggest one can beat the competition by not competing. Companies should avoid confronting competitors in crowded marketplaces, what they call “red oceans,” and instead seek out new markets, or “blue oceans.” Once the blue oceans have been identified, companies can get down to the task of creating unique products which exploit that market.

Chan and Mauborgne argue, for example, that a wine company might decide to start appealing to a group previously uninterested in wine. This would be a “blue ocean” market, giving the winemaker a huge advantage, which they could exploit by creating a wine that appealed to the tastes of a beer-drinking demographic. A classic of business writing, Blue Ocean Strategy is creative thinking and problem solving at its best.

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Produktdetaljer
Sprog: Engelsk
Sider: 112
ISBN-13: 9781912128426
Indbinding: Paperback
Udgave:
ISBN-10: 191212842X
Kategori: Erhvervslivsstudier
Udg. Dato: 15 jul 2017
Længde: 6mm
Bredde: 132mm
Højde: 198mm
Forlag: Macat International Limited
Oplagsdato: 15 jul 2017
Forfatter(e): Andreas Mebert
Forfatter(e) Andreas Mebert

Kategori Erhvervslivsstudier

ISBN-13 9781912128426

Sprog Engelsk

Indbinding Paperback

Sider 112

Udgave

Længde 6mm

Bredde 132mm

Højde 198mm

Udg. Dato 15 jul 2017

Oplagsdato 15 jul 2017

Forlag Macat International Limited