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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? World-renowned professors W. Chan Kim and Renee Mauborgne, 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). In this bound version of their bestselling Harvard Business Review classic article, they describe 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 (3) Stop focusing on premium versus low-cost strategies.

The Harvard Business Review Classics series offers you the opportunity to make seminal Harvard Business Review articles a part of your permanent management library. Each highly readable volume contains a groundbreaking idea that continues to shape best practices and inspire countless managers around the world--and will have a direct impact on you today and for years to come.

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  • We started tracking this book on March 15, 2017.
  • This book was $9.49 when we started tracking it.
  • The price of this book has changed 133 times in the past 2,682 days.
  • The current price of this book is $7.78 last checked 22 hours ago.
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  • The lowest price to date was $1.39 last reached on November 18, 2019.
  • This book has been $1.39 one time since we started tracking it.
  • The highest price to date was $9.99 last reached on July 16, 2018.
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  • Text-to-Speech: Disabled
  • Lending: Disabled
  • Print Length: 64 Pages
  • File Size: 707 KB

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