As established markets become less profitable, companies increasingly need to find ways to create and capture new markets. Despite much investment and commitment, most firms struggle to do this. What, exactly, is getting in their way? The authors of the best-selling book Blue Ocean Strategy have spent over a decade exploring that question. They have seen that the trouble lies in managers' mental models—ingrained assumptions and theories about the way the world works. Though these models may work perfectly well in mature markets, they undermine executives' attempts to discover uncontested new spaces with ample potential (blue oceans) and keep companies firmly anchored in existing spaces where competition is bloody (red oceans). This article describes how to break free of these red ocean traps. To do that, managers need to: (1) Focus on attracting new customers, not pleasing current customers; (2) Worry less about segmentation and more about what different segments have in common; (3) Understand that market creation is not synonymous with either technological innovation or creative destruction; and (4) Stop focusing on premium versus low-cost strategies.
Leadership By The Book
Kenneth H. Blanchard
Harper Collins Publishers Limited
Making Decisions Putting The Human Back In The Machine
Ed Smith
Think Big Make It Happen In Business And Life
Donald J. Trump , Bill Zanker
Warren Buffet Invests Like A Girl
Laouann Lofton
Quiet Leadership Six Steps To Transforming Performance At Work
David Rock
How To Work A Room
Susan Roane
William Morrow/Harper Collins Publishers
Four Second All The Time You Need To Stop Counter Productive Habits And Get The Result You Want
Peter Bregman
Earning It Hard Won Lessons From Trailblazing Women At The Top Of The Business World
Joann S. Lubin
Multipliers How The Best Leaders Make Everyone Smart
Liz Wiseman
Anxiety At Work 8 Strategies To Help Teams Build Resilience Handle Uncertainty And Get Stuff Done
Chester Elton,Adrian Gostick
Fill up your details to notify you when this book will be available