Blue Ocean Strategy: How to Create Uncontested Market Space, 1st Edition (Paperback) book cover

Blue Ocean Strategy

How to Create Uncontested Market Space, 1st Edition

By Andreas Mebert, Stephanie Lowe

Macat Library

98 pages

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Paperback: 9781912128426
pub: 2017-07-15
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pub: 2017-07-25
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Description

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.

Table of Contents

Ways in to the text Who were Kim and Manborgne? 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 Module 9: The First Responses Module 10: The Evolving Debate Module 11: Impact and Influence Today Module 12: Where Next? Glossary of Terms People Mentioned in the Text Works Cited

About the Authors

Dr Andreas Mebert holds a PhD in business administration from the University of Manchester.

Stephanie Lowe holds an MSc in global media and journalism from the London School of Economics.

About the Series

The Macat Library

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With a growing list of over 180 titles across a broad range of subject areas, Macat works with leading academics from the world’s top universities to produce new analyses that focus on the ideas and the impact of the most influential works ever written. By setting them in context – and looking at the influences that shaped their authors, as well as the responses they provoked – Macat encourages readers to look at these classics and game-changers with fresh eyes.

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Subject Categories

BISAC Subject Codes/Headings:
SOC000000
SOCIAL SCIENCE / General
SOC002000
SOCIAL SCIENCE / Anthropology / General