Sách sách tiếng anh - blue ocean strategy (chiến lược đại dương xanh)-W. Chan Kim & Renée Mauborgne) - Na

Contents
Preface ix
Acknowledgments xiii
Part One: Blue Ocean Strategy
1 Creating Blue Oceans 3
2 Analytical Tools and Frameworks 23
Part Two: Formulating Blue Ocean Strategy
3 Reconstruct Market Boundaries 47
4 Focus on the Big Picture, Not the Numbers 81
5 Reach Beyond Existing Demand 101
6 Get the Strategic Sequence Right 117
Part Three: Executing Blue Ocean Strategy
7 Overcome Key Organizational Hurdles 147
8 Build Execution into Strategy 171
9 Conclusion: The Sustainability and Renewal
of Blue Ocean Strategy 185
Appendix A 191
Appendix B 209
Appendix C 213
Notes 217
Bibliography 223
Index 231
About the Authors 239

Preface
TH I S I S A BOOK about friendship, about loyalty, about
believing in one another. It was because of that friendship,
and that belief, that we set out on the journey to explore the
ideas in this book and eventually came to write it.
We met twenty years ago in a classroom—one the professor, the
other the student. And we have worked together ever since, often
seeing ourselves along the journey as two wet rats in a drain. This
book is not the victory of an idea but of a friendship that we have
found more meaningful than any idea in the world of business. It has
made our lives rich and our worlds more beautiful. We were not alone.
No journey is easy; no friendship is filled only with laughter. But
we were excited every day of that journey because we were on a mission
to learn and improve. We believe passionately in the ideas in
this book. These ideas are not for those whose ambition in life is to
get by or merely to survive. That was never an interest of ours. If
you can be satisfied with that, do not read on. But if you want to
make a difference, to create a company that builds a future where
customers, employees, shareholders, and society win, read on. We
are not saying it is easy, but it is worthwhile.Our research confirms that there are no permanently excellent
companies, just as there are no permanently excellent industries.
As we have found on our own tumbling road, we all, like corporations,
do smart things and less-than-smart things. To improve the
quality of our success we need to study what we did that made a
positive difference and understand how to replicate it systematically.
That is what we call making smart strategic moves, and we
have found that the strategic move that matters centrally is to create
blue oceans.
Blue ocean strategy challenges companies to break out of the red
ocean of bloody competition by creating uncontested market space
that makes the competition irrelevant. Instead of dividing up existing—
and often shrinking—demand and benchmarking competitors,
blue ocean strategy is about growing demand and breaking
away from the competition. This book not only challenges companies
but also shows them how to achieve this. We first introduce a
set of analytical tools and frameworks that show you how to systematically
act on this challenge, and, second, we elaborate the
principles that define and separate blue ocean strategy from competition-
based strategic thought.
Our aim is to make the formulation and execution of blue ocean
strategy as systematic and actionable as competing in the red waters
of known market space. Only then can companies step up to
the challenge of creating blue oceans in a smart and responsible
way that is both opportunity maximizing and risk minimizing. No
company—large or small, incumbent or new entrant—can afford to
be a riverboat gambler. And no company should.
The contents of this book are based on more than fifteen years of
research, data stretching back more than a hundred years, and a series
of Harvard Business Review articles as well as academic articles
on various dimensions of this topic. The ideas, tools, and
frameworks presented here have been further tested and refined
over the years in corporate practice in Europe, the United States,
and Asia. This book builds on and extends this work by providing a
narrative arc that draws these ideas together to offer a unifiedframework. This framework addresses not only the analytic aspects
behind the creation of blue ocean strategy but also the allimportant
human aspects of how to bring an organization and its
people on this journey with a willingness to execute these ideas in
action. Here, understanding how to build trust and commitment, as
well as an understanding of the importance of intellectual and
emotional recognition, are highlighted and brought to the core of
strategy.
Blue ocean opportunities have been out there. As they have been
explored, the market universe has been expanding. This expansion,
we believe, is the root of growth. Yet poor understanding exists
both in theory and in practice as to how to systematically create
and capture blue oceans. We invite you to read this book to learn
how you can be a driver of this expansion in the future.