Описание: "With a new preface, fresh chapters, and updated case studies" --Back of jacket.
Автор: Kim W. Chan, Mauborgne Renee a. Название: Red Ocean Traps (Harvard Business Review Classics) ISBN: 1633692663 ISBN-13(EAN): 9781633692664 Издательство: Неизвестно Рейтинг: Цена: 1378.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание:
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: (1) Focus on attracting new customers, not pleasing current customers; (2) Worry less about segmentation and more about what different segments have in common; (3) Understand that market creation is not synonymous with either technological innovation or creative destruction; and (3) 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.
The best of W. Chan Kim and Ren e Mauborgne's articles on blue ocean strategy, all in one place.
The seminal book Blue Ocean Strategy has sold over 3.6 million copies globally and is in print in 44 languages. But much of W. Chan Kim and Ren e Mauborgne's work on creating new market spaces was originally published in the pages of Harvard Business Review. This book brings the best of those articles together all in one place.
Piece by piece, these articles explain the process of creating "blue oceans"--uncontested market spaces, untainted by competition. Kim and Mauborgne introduce tools for exploring and exploiting these markets, such as the Value Curve, the Strategy Canvas, the Price Corridor of the Mass, and the Business Model Guide--tools that have come to make up the blue ocean strategy framework. This collection also features the authors' latest Harvard Business Review article, "Red Ocean Traps."
Whether or not you're familiar with blue ocean strategy, this book will give you a new perspective on this important framework--and help you implement it in your organization.
This volume includes the articles "Value Innovation: The Strategic Logic of High Growth," "Fair Process: Managing in the Knowledge Economy," "Creating New Maket Space," "Knowing a Winning Business Idea When You See One," "Charting Your Company's Future," "Tipping Point Leadership," "Blue Ocean Strategy," "How Strategy Shapes Structure," "Blue Ocean Leadership," and "Red Ocean Traps: The Mental Models That Undermine Market-Creating Strategies."
ООО "Логосфера " Тел:+7(495) 980-12-10 www.logobook.ru
