TY  - BOOK
AU  - Kim,W.Chan
AU  - Mauborgne,Renée
TI  - Blue Ocean Strategy: how to create uncontested market space and make the competition irrelevant 
SN  - 9781625274496
U1  - 658.4 
PY  - 2015///
CY  - Boston
PB  - Harvard Business Review Press
KW  - New products
KW  - Market segmentation
KW  - Marketing
N1  - Includes bibliographical references and index; 1. Creating blue oceans -- 
2. Analytical tools and frameworks -- 
3. Reconstruct market boundaries -- 
4. Focus on the big picture, not the numbers -- 
5. Reach beyond existing demand -- 
6. Get the strategic sequence right -- 
7. Overcome key organizational hurdles -- 
8. Build execution into strategy -- 
9. Align value, profit, and people propositions -- 
10. Renew blue oceans -- 
11. Avoid red oceans traps
N2  - It argues that cutthroat competition results in nothing but a bloody red ocean of rivals fighting over a shrinking profit pool. Based on a study of 150 strategic moves (spanning more than 100 years across 30 industries), defends that lasting success comes not from battling competitors but from creating "blue oceans"--untapped new market spaces ripe for growth
ER  -