Companies have long engaged in head-to-head competition in
search of sustained, profitable growth. They have fought for
competitive advantage, battled over market share, and struggled for
differentiation.
Yet in today’s overcrowded industries, competing head-on results
in nothing but a bloody “red ocean” of rivals fighting over a
shrinking profit pool. In a book that challenges everything you
thought you knew about the requirements fro strategic success, W.
Chan Kim and Renee Mauborgne contend that while most companies
compete within such red oceans, this strategy is increasingly
unlikely to create profitable growth in the future.
Based on a study of 150 strategic moves spanning more then a
hundred years and thirty industries, Kim and Mauborgne argue that
tomorrow’s leading companies will succeed not by battling
competitors, but by creating “blue ocean” of uncontested market
space ripe for growth. Such strategies moves—termed “value
innovation”-create powerful leaps in value for both the firm and
its buyers, rendering rivals obsolete and unleashing new
demand.
Blue Ocean Strategyprovides a systematic approach to making the
competition irrelevant. In this frame-changing book, Kim and
Mauborgne present a proven analytical framework and the tools for
successfully creating and capturing blue oceans. Examining a wide
range of strategic moves across a host of industries, Blue Ocean
Strategy highlights the six principles that every company can use
to successfully formulate and execute blue ocean strategies. The
six principles show how to reconstruct market boundaries, focus on
the big picture, reach beyond existing demand, get the strategic
sequence right, overcome organizational hurdles, and build
execution into strategy.
Upending traditional thinking about strategy, this landmark book
charts “a bold new path to winning the future”.
關於作者：
W.Chan Kim is The Boston Consulting Group Bruce D.Henderson
Chair Professor of Stategy and International Management at
INSEAD.
Renee Mauborgne is The INSEAD Distinguished Fellow and a
professor of strategy and management.For more information about
this book.
目錄：
Preface
Acknowledgments
Part One:Blue Ocean Strategy
1 Creating Blue Oceans
2 Analytical Tools and Frameworks
Part Two:Formulating Blue Ocean Strategy
3 Reconstruct Market Boundaries
4 Focus on the Big Picture,Not the Numbers
5 Reach Beyond Existing Demand
6 Get the Strategic Sequence Right
Part Three:Executing Blue Ocean Strategy
7 Overcome Key Organizational Hurdles
8 Build Execution into Strategy
9 Conclusion:The Sustainability and Renewal of Blue Ocean
Strategy
Appendix A
Appendix B
Appendix C
Notes
Bibliography
Index
About the Authors
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