Title: Good Theory Tested in Practice
Product review: "Blue Ocean" is a metaphor of uncontested market space that is reached by reconstructing market boundaries. The authors convincingly show how this impacts profit and growth, and why we should focus analysis on strategic moves as opposed to strategic companies.Central to the theory is the "strategy canvas", in which you rate a company on a set of industry factors. You than tweak these to find uncontested market space. This demands some creativity, but basically you decide for each factor whether it will be reduced, eliminated, created, or raised.There is a good set of convincing cases to support the point. By seeing how companies invented and exploited blue oceans you get an intuitive feel for potential in a market.
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