But secondly you need to find a way of ensuring that competitors cannot enter and prevent you creating value for your business. We believe that to be successful in blue oceans, first you need to identify one. The fill title of the book including the words ‘beyond competing’ make this clear. However, the same major flaw in the authors’ thinking persists. The authors define Blue Ocean Shift as ‘a systematic process to move your organisation from cut-throat markets with bloody competition – what we think of as red oceans full of sharks – to wide open blue oceans, or new markets devoid of competition, in a way that brings people along.’ It is a good read with many interesting and relevant examples (always a sign of a good business book, for us at least). Now a new book Blue Ocean Shift by the same authors has been published. Chan Kim and Renée Mauborgne was published in 2005, with an expanded edition following in 2015.
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