Red Ocean Traps (Harvard Business Review Classics)

They are ranked number 2 in the Thinkers50 listing of the World's Top Management Gurus and are the recipients of numerous academic and management awards, including the Nobel Colloquia Prize for Leadership on Business and Economic Thinking, the Carl S. W. Chan Kim and Renée Mauborgne are professors of strategy at INSEAD a

Chan Kim and Renée Mauborgne are professors of strategy at INSEAD and codirectors of the INSEAD Blue Ocean Strategy Institute. Sloane Award by the Association of Management Consulting Firms, the Leadership Hall of Fame by Fast Company, and the Eldridge Haynes Prize by the Academy of International Business, among others. They are the authors of Blue Ocean Strategy, which has sold over 3.5 million copies, is being published in a record-breaking 43 languages, and is a bestseller

Despite much investment and commitment, most firms struggle to do this. They have seen that the trouble lies in managers' mental modelsingrained assumptions and theories about the way the world works. Each highly readable volume contains a groundbreaking idea that continues to shape best practices and inspire countless managers around the worldand will have a direct impact on you today and for years to come.. As established markets become less profitable, companies increasingly need to find ways to create and capture new markets. What, exactly, is getting in their way? The authors of the best-selling book Blue Ocean Strategy have spent over a decade exploring that question. 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 (4) Stop focusing on premium versus low-cost strategies.The Harvard Business Review Classics series o