Blue Ocean Strategy, Expanded Edition: How to Create Uncontested Market Space and Make the Competiti

Description

By W. Chan Kim and Renée Mauborgne

Most companies compete inside an existing market, driving margins down against rivals selling much the same thing. Kim and Mauborgne call that the red ocean, and argue that the alternative is to create uncontested space instead.

The book sets out a systematic method for doing it — the strategy canvas, the four actions framework, and the sequence for testing an idea — with cases from Cirque du Soleil to Southwest Airlines. Expanded edition.

First published 2005