Blue Ocean Strategy: How To Create Uncontested Market Space And Make The Competition Irrelevant

  • Harvard Business Review Press
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  • ・洋書 (256ページ)
  • / ISBN・EAN: 9781591396192


The global phenomenon, embraced by business worldwide and now published in more than 40 languages. This international bestseller challenges everything you thought you knew about the requirements for strategic success. Since the dawn of the industrial age, companies have engaged in head-to-head competition in search of sustained, profitable growth. They have fought for competitive advantage, battled over market share, and struggled for differentiation. Yet, as this influential and immensely popular book shows, these hallmarks of competitive strategy are not the way to create profitable growth in the future. In the international bestseller Blue Ocean Strategy, W. Chan Kim and Renee Mauborgne argue that cutthroat competition results in nothing but a bloody red ocean of rivals fighting over a shrinking profit pool. Based on a study of 150 strategic moves (spanning more than 100 years across 30 industries), the authors argue that lasting success comes not from battling competitors, but from creating "blue oceans"--untapped new market spaces ripe for growth.
Such strategic moves, which the authors call "value innovation," create powerful leaps in value that often render rivals obsolete for more than a decade. Blue Ocean Strategy presents a systematic approach to making the competition irrelevant and outlines principles and tools any company can use to create and capture their own blue oceans. A landmark work that upends traditional thinking about strategy, this bestselling business book charts a bold new path to winning the future. Published by Harvard Business Review Press.


  • 10年ぐらい前に出版された経営・マーケティングの本。

    要約すると過剰品質(red ocean)をさけて、いかに顧客視点の価値(blue ocean)を見つけ出すか、といったことだと思う。このことをvalue innovationと本書では定義。

    具体的なblue oceanの発見方法なども書かれており、経営だけでなく日常的なものの考え方にも応用できる。以下ブルーオーシャンの見つけ方。

    1. 代替品に学べ
    2. 業界内のほかのグループに学べ
    3. 買い手グループに目を向けろ
    4. 補完材や補完グループに目を向ける
    5. 機能思考と感覚思考を切り替えろ
    6. 顧客の未来をイメージしろ


  • 彼らがBlue Oceanと呼ぶ競争のない新しい市場を開拓することが生き残るための秘訣。

  • 新しい視点に立った経営戦略の本。書いてある内容は非常にまっとうである。Marketを顧客の視点に立ってredefine(再定義)し、顧客が価値を見出す製品またはサービス特性に資源を重点配分し、差別化を図るということ。但し、ブルーオーシャン戦略という全く新しい戦略が考案されたということではない。日本のコマツもキヤノンも何十年も前からブルーオーシャン戦略を採用している優良企業である。


  • Part One: Blue Ocean Strategy
    1 Creating Blue Oceans
    2 Analytical Tools and Frameworks
    Part two: Formulating Blue Ocean Strategy
    3 Reconstruct Market Boundaries
    4 Focus on the Big Picture, Not the Numbers
    5 Reach Beyond Existing Demand
    6 Get the Strategic Sequence Right
    Part Three: Executing Blue Ocean Strategy
    7 Overcome Key Organizational Hurdles
    8 Build Execution into Strategy
    9 Conclusion: The Sustainability and Renewal of Blue Ocean Strategy

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