Blue Ocean Strategy

In a book that challenges everything you thought you knew about the requirements for strategic success, the authors argue that cutthroat competition results in nothing but a bloody red ocean of rivals fighting over a shrinking profit pool. Put forward is the fact that lasting success comes not from battling competitors, but from creating 'blue oceans' - untapped new market spaces ripe for growth. It presents a systematic approach to making the competition irrelevant and outlines principles and tools any company can use to create and capture 'blue oceans'.