An Analysis of W. Chan Kim and Ren?e Mauborgne's Blue Ocean Strategy: How to Cre [Paperback]

In Blue Ocean Strategy, W. Chan Kim and Ren?e 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.

Ways In to the Text  Who are W. Chan Kim and Ren?e Mauborgne?  What does Blue Ocean Strategy Say?  Why does Blue Ocean Strategy Matter?  Section 1: Influences  Module 1: The Author and the Historical Context  Module 2: Academic Context  Module 3: The Problem  Module 4: The Author's Contribution  Section 2: Ideas  Module 5: Main Ideas  Module 6: Secondary Ideas  Module 7: Achievement  Module 8: Place in the Author's Work  Section 3: Impact  Modulelc'