Únase a getAbstract para acceder al resumen.
Únase a getAbstract para acceder al resumen.
Renée Mauborgne
Blue Ocean Strategy
Create Markets and Leave the Competition Behind
WOBI, 2012
¿De qué se trata?
If you are battle weary from vying for market share, consider a fresh approach: Create a new market.
Recommendation
When INSEAD professors Renée Mauborgne and W. Chan Kim released their book, Blue Ocean Strategy, in 2005, their treatise revolutionized the field of business strategy. While strategy fads tend to drift in and out of fashion, more than a decade after its first publication, Mauborgne and Kim’s pioneering research remains highly relevant. In this short vignette, Mauborgne recaps an important element of that original thesis: how market-creating strategy differs from market-competing strategy. getAbstract recommends her astute analysis to business leaders who are battle weary from vying for a thin slice of market share and who wish to pursue a fresh approach.
Summary
About the Speaker
Renée Mauborgne is co-director of the INSEAD Blue Ocean Strategy Institute. She co-wrote Blue Ocean Strategy.
Comment on this summary