Blue Ocean Strategy
How To Create Uncontested Market Space And Make The Competition Irrelevant
de Renée Mauborgne, Kim W. Chan e Kim
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Sobre o livro
The authors have published many articles over the last decade on Value Innovation. This is their first book. It summarizes their extensive knowledge on out-of-the-box strategic thinking. This review is based on an advance reader's copy.What is a BLUE OCEAN STRATEGY? The authors explain it by comparing it to a red ocean strategy (traditional strategic thinking): 1. DO NOT compete in existing market space. INSTEAD you should create uncontested market space. 2. DO NOT beat the competition. INSTEAD you should make the competition irrelevant. 3. DO NOT exploit existing demand. INSTEAD you should create and capture new demand. 4. DO NOT make the value/cost trade-off. INSTEAD you should break the value/cost trade-off. 5. DO NOT align the whole system of a company's activities with its strategic choice of differentiation or low cost. INSTEAD you should align the whole system of a company's activities in pursuit of both differentiation and low cost. A red ocean strategy is based on traditional strategic thinking - e.g. Harvard's strategy guru Michael Porter - and is what the authors believe you should not do.
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