Blue Ocean Strategy

Preview

"**BLUE OCEAN STRATEGY** Eighty-six out of every hundred companies are fighting for scraps in a shrinking pond. They know it's crowded. They know the margins are razor-thin. And yet they keep elbowing each other for the same customers. Meanwhile, fourteen companies out of that hundred are building entirely different ponds—and they're capturing more than *half* of all the profits. That gap? That's the space between what W. Chan Kim and Renée Mauborgne call red oceans... and blue oceans. Back..."