ABSTRACT
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.
TABLE OF CONTENTS
section 1|18 pages
Influences
module 1|4 pages
The Author and the Historical Context
module 2|5 pages
Academic Context
module 3|4 pages
The Problem
module 4|4 pages
The Author’s Contribution
section 2|19 pages
Ideas
module 5|5 pages
Main Ideas
module 6|4 pages
Secondary Ideas
module 7|5 pages
Achievement
module 8|4 pages
Place in the Author’s Work
section 3|21 pages
Impact
module 9|5 pages
The First Responses
module 10|5 pages
The Evolving Debate
module 11|5 pages
Impact and Influence Today
module 12|5 pages
Where Next?