Blue Ocean Strategy: How To Create Uncontested Market Space And Make The Competition Irrelevant, Chan Kim
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Chan Kim

Blue Ocean Strategy: How To Create Uncontested Market Space And Make The Competition Irrelevant

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These six assumptions, on which most companies hypnotically build their strategies, keep companies trapped competing in red oceans. Specifically, companies tend to do the following:

Define their industry similarly and focus on being the best within it

Look at their industries through the lens of generally accepted strategic groups (such as luxury automobiles, economy cars, and family vehicles), and strive to stand out in the strategic group they play in

Focus on the same buyer group, be it the purchaser (as in the office equipment industry), the user (as in the clothing industry), or the influencer (as in the pharmaceutical industry)

Define the scope of the products and services offered by their industry similarly

Accept their industry’s functional or emotional orientation

Focus on the same point in time—and often on current competitive threats—in formulating strategy
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