Normal view MARC view ISBD view

Blue ocean strategy

By: Mebert, Andreas.
Contributor(s): Lowe, Stephanie.
Material type: materialTypeLabelBookSeries: Macat library critical thinking series. Publisher: London Routledge 2017Description: 89 p.ISBN: 9781912128426.Subject(s): Market segmentation | W. Chan Kim | Renee Mauborgne | New product | Criticism - Critical thinking skillsDDC classification: 658.802 Summary: 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. https://www.routledge.com/Blue-Ocean-Strategy-How-to-Create-Uncontested-Market-Space/Mebert-Lowe/p/book/9781912128426
Tags from this library: No tags from this library for this title. Log in to add tags.
    average rating: 0.0 (0 votes)
Item type Current location Item location Collection Call number Status Date due Barcode
Books Vikram Sarabhai Library
Slot 2167 (2 Floor, East Wing) Non-fiction 658.802 M3B5 (Browse shelf) Available 196594

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.


https://www.routledge.com/Blue-Ocean-Strategy-How-to-Create-Uncontested-Market-Space/Mebert-Lowe/p/book/9781912128426

There are no comments for this item.

Log in to your account to post a comment.

Powered by Koha