Includes charts and graphs. Includes bibliographical references (pages 409-411) and index.
Contents:
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: Get 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 -- Notes -- Acknowledgments -- Bibliography -- About the authors.
Summary:
Drawing on more than a decade of new work, the authors demonstrate how to move beyond competing, inspire confidence, and seize new growth, discussing how to take an organization into an uncontested market space.
This resource is supported by the Institute of Museum and Library Services under the provisions of the Library Services and Technology Act as administered by State Library of Iowa.