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An Analysis of W. Chan Kim and Renee Mauborgne's Blue Ocean Strategy By Andreas Mebert

An Analysis of W. Chan Kim and Renee Mauborgne's Blue Ocean Strategy by Andreas Mebert

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Summary

Competitors have always existed in business, but what if it were possible to render your competition irrelevant? This is the critical question posed in Blue Ocean Strategy, which argues that the path to success of any company lies not in taking on potential competitors, but in the creation of "blue oceans" in uncontested market space.

An Analysis of W. Chan Kim and Renee Mauborgne's Blue Ocean Strategy Summary

An Analysis of W. Chan Kim and Renee Mauborgne's Blue Ocean Strategy: How to Create Uncontested Market Space by Andreas Mebert

In Blue Ocean Strategy, W. Chan Kim and Renee 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.

About Andreas Mebert

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.

Table of Contents

Ways In to the Text

Who are W. Chan Kim and Renee 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

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

Additional information

NLS9781912128426
9781912128426
191212842X
An Analysis of W. Chan Kim and Renee Mauborgne's Blue Ocean Strategy: How to Create Uncontested Market Space by Andreas Mebert
New
Paperback
Macat International Limited
2017-07-15
98
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
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