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Blue ocean shift : beyond competing : proven steps to inspire confidence and seize new growth / W. Chan Kim and Renée Mauborgne.

by Kim, W. Chan.

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Hachette Books, 2017.

New products -- Marketing.

Market segmentation.

9780316314046 (hc.)

xi, 322 pages : illustrations ; 24 cm.

Includes bibliographical references (pages 305-307) and index.

Part one. Blue ocean shift -- Reach beyond the best -- The fundamentals of market-creating strategy -- The mind of a blue ocean strategist -- Humanness, confidence, and creative competence -- Part two. The five steps to making a blue ocean shift -- Step one: Getting started -- Choosing the right place to start -- Constructing the right blue ocean team -- Step two: Understand where you are now -- Getting clear about the current state of play -- Step three: Imagine where you could be -- Uncovering the hidden pain points that limit the size of your industry -- Discovering an ocean of noncustomers -- Step four: Find how you get there -- Reconstructing market boundaries--systematically -- Developing alternative blue ocean opportunities -- Step five: Make your move -- Selecting your blue ocean move and conducting rapid market tests -- Finalizing and launching your blue ocean move -- Epilogue: A national blue ocean shift in action.

"A follow up to their 2005 book Blue Ocean Strategy by professors W. Chan Kim and Renee Mauborgne. Drawing on more than a decade of new work, Kim and Mauborgne show you how to move beyond competing, inspire your people's confidence, and seize new growth, guiding you step-by-step through how to take your organization from a red ocean crowded with competition to a blue ocean of uncontested market space. By combining the insights of human psychology with practical market-creating tools and real-world guidance, Kim and Mauborgne deliver the definitive guide to shift yourself, your team, or your organization to new heights of confidence, market creation, and growth. They show why nondisruptive creation is as important as disruption in seizing new growth. Packed with all-new research and examples of how leaders in diverse industries and organizations made the shift and created new markets by applying the process and tools outlined in the book. Whether you are a cash-strapped startup or a large, established company, nonprofit or national government, you will learn how to move from red to blue oceans in a way that builds your people's confidence so that they own and drive the process"--Provided by publisher.

Mauborgne, Renée.

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