Now uptaded with fresh content from the authors, Blue Ocean Strategy 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), the authors argue that lasting success comes not from battling competitors but from creating
"blue oceans" - untapped new market spaces ripe for growth.
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 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.