Best In Brief
Blue ocean strategy
W. Chan Kim and Rennee Mauborgne
The business universe could be said to consist of two distinct kinds of space. In red oceans are all the industries we know today known space. As this red space gets more crowded, competition makes growth and profitability harder to achieve and products become commodities. Blue oceans denote all the industries not in existence today. Demand is created, not fought over, and there is ample opportunity for rapid growth and profit.
There are two ways to create blue oceans....