Corpus ID: 10498880

Blue ocean strategy.

@article{Kim2004BlueOS,
  title={Blue ocean strategy.},
  author={W. Kim and R. Mauborgne},
  journal={Harvard business review},
  year={2004},
  volume={82 10},
  pages={
          76-84, 156
        }
}
  • W. Kim, R. Mauborgne
  • Published 2004
  • Economics, Medicine
  • Harvard business review
  • Despite a long-term decline in the circus industry, Cirque du Soleil profitably increased revenue 22-fold over the last ten years by reinventing the circus. Rather than competing within the confines of the existing industry or trying to steal customers from rivals, Cirque developed uncontested market space that made the competition irrelevant. Cirque created what the authors call a blue ocean, a previously unknown market space. In blue oceans, demand is created rather than fought over. There is… CONTINUE READING

    Topics from this paper.

    Contemporary Strategy Analysis
    • 2,216
    Value co-creation in service logic: A critical analysis
    • 1,010
    • PDF
    The Future of Open Innovation
    • 1,141
    • PDF
    The tyranny of the Balanced Scorecard in the innovation economy
    • 218
    • PDF
    Building corporate social responsibility into strategy
    • 263
    • PDF

    References

    Publications referenced by this paper.
    - 1201 ) . " Blue Ocean Strategy ' s Fatal Flaw " , CMO Magazine
    • 2005