Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant

Abstract

Blue Ocean Strategy presents a systematic approach to making the competition irrelevant and outlines principles and tools any organization can use to create and capture their own blue oceans. This expanded edition includes: - A new preface by the authors: Help! My Ocean Is Turning Red. - Updates on all cases and examples in the book, bringing their stories up to the present time. - Two new chapters and an expanded third one-Alignment, Renewal, and Red Ocean Traps-that address the most pressing questions readers have asked over the past 10 years.