Title: A shallow ocean indeed
Product review: This book is typical of the people who submit business cases today expecting approval as a fait accompli. While the concept of blue ocean is sound it is also obvious (go places where no one else is and you can have super normal profits), true innovation is hard and economic rents harder still. Cirque de Soleil is faced with stiff competition and dell's world has been disrupted by the technology I am typing this review on (a XOOM tablet). I guess it depends on how you define sustainable. Ultimately though this book fails due to the fact that economic rents cannot be produced via a tick a box process as suggested. If they could then everybody would be generating them and therefore no one would be as they'd no longer be super normal.
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