Blue Ocean Strategy : How To Create Uncontested Market Space And Make The Competition Irrelevant PDF W. Chan Kim Renée A. Mauborgne

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Description :

The Blue Ocean Strategy is a paradigm of business strategy, outlined by W. Chan Kim and Renée Mauborgne, researchers at the Blue Ocean Strategy Institute at INSEAD in their book Blue Ocean Strategy: How to create new strategic spaces1.

The concept was first published in 2005 (and updated in 2015), where the authors explain that the high growth and profits a company can generate are achieved by creating new demand in an uncontested strategic space2, or Blue Ocean, rather than in clashes with existing suppliers for existing customers in an existing business. In 2017, the authors published a second book, Blue Ocean Shift, translated into French as Cap sur l'Océan Bleu. In this new opus, the authors propose a five-step methodology to create these blue oceans, which they accompany with advice and illustrate with examples of applications of the concept.