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Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant Hardcover – February 3, 2005
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From Publishers Weekly
Kim and Mauborgne's blue ocean metaphor elegantly summarizes their vision of the kind of expanding, competitor-free markets that innovative companies can navigate. Unlike "red oceans," which are well explored and crowded with competitors, "blue oceans" represent "untapped market space" and the "opportunity for highly profitable growth." The only reason more big companies don't set sail for them, they suggest, is that "the dominant focus of strategy work over the past twenty-five years has been on competition-based red ocean strategies"-i.e., finding new ways to cut costs and grow revenue by taking away market share from the competition. With this groundbreaking book, Kim and Mauborgne-both professors at France's INSEAD, the second largest business school in the world-aim to repair that bias. Using dozens of examples-from Southwest Airlines and the Cirque du Soleil to Curves and Starbucks-they present the tools and frameworks they've developed specifically for the task of analyzing blue oceans. They urge companies to "value innovation" that focuses on "utility, price, and cost positions," to "create and capture new demand" and to "focus on the big picture, not the numbers." And while their heavyweight analytical tools may be of real use only to serious strategy planners, their overall vision will inspire entrepreneurs of all stripes, and most of their ideas are presented in a direct, jargon-free manner. Theirs is not the typical business management book's vague call to action; it is a precise, actionable plan for changing the way companies do business with one resounding piece of advice: swim for open waters.
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
Top customer reviews
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However, the primary reason I'm giving this a low 2-star rating is the delivery. If I was writing this review attached to the book itself, I'd give it 3-4 stars for the content... but I'm writing this review attached to the CD edition. The reader has a monotone voice and he mispronounces so many words that the delivery interfered with my ability to extract value from the content. Every time he mis-pronounced a word it set me back a few seconds to think about what he tried to say rather than digesting the meaning of what he said.
Crux was pronounced like crooks
Paradigm was pronounced pair-a-deem
Unveil was pronounced un-veal
These are admittedly little errors, but as other reviewers have pointed out, there are so many of them that it gets really annoying and interferes with the learning process.
In summary, I recommend you read the HBR value innovation article & wikipedia on this concept. The concept in the book is now >10 years old and it's time to be retired. If the author wants to continue reaping personal value from this concept he should 1. Release an edition relevant for 2008 & beyond, and 2. Get someone else to read it for the audio version.
So what are red oceans and blue oceans? Red oceans are contested market space where existing competitors struggle with each other for customers and profit. This ocean that they exist in is bloodied by competition, and is not where you want your company to be. Blue oceans are uncontested market space, pools of demand and customers that have not been reached by any competitor. The reason for this is that the blue ocean is masked by conventional wisdom and product/service design. To open blue oceans, companies must look at their products, customers, non-customers, and industry in new ways. This book provides tools to accomplish this and illustrates them well with examples such as Cirque Du Soliel and Southwest Airlines.
The book has been criticized for being simplistic, catchy, and for borrowing concepts from others. However, when you look at corporate strategy, it is a field which has been examined thoroughly and completely. Hundreds of frameworks, concepts, and tools have been developed and re-hashed. When I think about strategy, this is not the only framework I'm going to use, which is okay. I'm not looking for one solution to all problems. What this book provides is a fresh way of looking at competitive strategy and some simple tools. This book is not a weighty tome, is quick to read, and is easy to understand. This is something I relish. As a strategy consultant, I work alongside my clients to critique current strategies and develop strategies for the future. In that context, simple is better. This book tries to keep things simple and does not bog things down with weighty research and financial analysis. To some, this will be a deal-breaker. There are strategy people out there who think that coming up with presentation full of scientific looking research methodologies and reams of spreadsheet analysis means they've done their job. This is not the case. Developing a blue ocean strategy is not a simple process. You should do your due diligence and consider financial analysis and market projections. However, you cannot let these things bog you down. This is why so many strategies fail or are never implemented.
This book is not a panacea which will show you how to dominate your market. It isn't meant to be. What you will gain from this book is another way of thinking about strategy, some useful tools, and case studies to illustrate how to use things. The rest is up to you.
Key Reasons To Buy:
* Concise and easy to understand
* Presents intuitive and applicable concepts related to strategy and innovation
* Provides tools and case studies to illustrate concepts as well as conceive/execute blue ocean strategy on your own
* Some frameworks are derivative in nature
* Research is not rigorous or quantitative
Most recent customer reviews
But this book makes one good point. Don't beat the competition at their own game. Make a new game..Read more