Harvard Business Review Classic Red Ocean Traps

Tác giả: W. Chan Kim | Xem thêm các sản phẩm Management - Leadership của W. Chan Kim
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...
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Giới thiệu Harvard Business Review Classic Red Ocean Traps

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:
Focus on attracting new customers, not pleasing current customers;
Worry less about segmentation and more about what different segments have in common;
Understand that market creation is not synonymous with either technological innovation or creative destruction; and 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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Thông tin chi tiết

Công ty phát hànhIngram Academic Services
Tác giảW. Chan Kim, Renée A. Mauborgne
Ngày xuất bản07-2017
ISBN-139781633692664
Kích thước108 x 166 x 5.08 mm
Nhà xuất bảnHarvard Business Review Press
Loại bìaPaperback
Số trang64
SKU2258868109771
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