By: W. Chan Kim and Renee Mauborgne
Written by two of the business world's new authorities, Blue Ocean Strategy challenges everything that you believed you understood about challenging in the congested contemporary marketplace. After completing an analysis of more than 150 tactical decisions crossing over more than a decade and thirty trades, W. Chan Kim and Renee Mauborgne debate how lasting success now comes from creating 'blue oceans'. The proverbial blue ocean is an unexploited new market space ripe for growth. The business world has begun to catch on and companies from around the world are skipping competing in the bloody red oceans where their rivals exist and creating blue oceans for themselves. Over one million copies have been sold worldwide and Blue Ocean Strategy is rapidly becoming a "must read" among smart business readers.