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In this perennial bestseller, embraced by organizations and industries worldwide, globally preeminent management thinkers W. Chan Kim and Renee Mauborgne challenge everything you thought you knew about the requirements for strategic success. Recognized as one of the most iconic and impactful strategy books ever written, BLUE OCEAN STRATEGY, now updated with fresh content from the authors, argues that cutthroat competition results in nothing but a bloody red ocean of rivals fighting over a shrinking profit pool. Based on a study of 150 strategic moves (spanning more than 100 years across 30 industries), the authors argue that lasting success comes not from battling competitors but from creating "blue oceans"--untapped new market spaces ripe for growth.

BLUE OCEAN STRATEGY presents a systematic approach to making the competition irrelevant and outlines principles and tools any organization can use to create and capture their own blue oceans.


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This is a very new approach to strategy and to innovation and is therefore considered one of the top innovation books. The concept of the value curve is a key concept that can be applied directly to compare your offering to one of your competitors, helping you to visualize potential opportunities for blue oceans. This book will definitely stimulate your creativity and make you think of how to serve so far underserved communities.


The book is sometimes very technical, uses rather complicated vocabulary and sometimes appears rather academic. Some readers also argued that the examples illustrated in the book were picked only to support the theory, while other important cases were neglected.

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