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Blue Ocean Strategy, Expanded Edition

Blue Ocean Strategy, Expanded Edition ebook ISBN: 1625274491
Publisher: Harvard Business Review Press
Author: W. Chan Kim,Renee Mauborgne
Number of Pages: 256 
File: blue-ocean-strategy-expanded-edition.pdf
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Summary:

Argues against common competitive practices while outlining recommendations based on the creation of untapped market spaces with growth potential.

Blue Ocean Strategy

Blue Ocean Strategy ebook ISBN: 1591396190
Publisher: Harvard Business Press
Author: W. Chan Kim,Renée Mauborgne
Number of Pages: 240 
File: blue-ocean-strategy.pdf
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Summary:

Kim and Mauborgne present a non-competitive approach for achieving high business growth through the development of uncontested market space with practically limitless potential.

Blue Ocean Strategy with Harvard Business Review Classic Article “Blue Ocean Leadership” (2 Books)

Blue Ocean Strategy with Harvard Business Review Classic Article “Blue Ocean Leadership” (2 Books) ebook ISBN: 1633694151
Publisher: Harvard Business Press
Author: W. Chan Kim,Renée A. Mauborgne
Number of Pages: 400 
File: blue-ocean-strategy-with-harvard-business-review-classic-article-blue-ocean-leadership-2-books.pdf
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Summary:

Chart a path to creating uncontested market space and winning the future. This collection of work by globally preeminent management thinkers W. Chan Kim and Renée Mauborgne brings together their perennial bestseller book Blue Ocean Strategy with their classic article “Blue Ocean Leadership.” Blue Ocean Strategy, the global phenomenon that has sold over 4 million copies and is recognized as one of the most iconic and impactful strategy books ever written, argues that cutthroat competition results in nothing but a bloody red ocean of rivals fighting over a shrinking profit pool. Based on a study of 150 strategic moves (spanning more than 100 years across 30 industries), Kim and Mauborgne argue that lasting success comes not from battling competitors but from creating “blue oceans”—untapped new market spaces ripe for growth. The book presents a systematic approach to making competition irrelevant and outlines principles and tools any organization can use to create and capture their own blue oceans. In the article “Blue Ocean Leadership,” the authors apply their concepts and tools to what is perhaps the greatest challenge of leadership: closing the gulf between the potential and realized talent and energy of employees. The authors offer a systematic method for uncovering, at every level of the organization, which leadership acts and activities will inspire employees to give it their all and a process for getting managers throughout the company to undertake these tasks.

Stratégie Océan Bleu

Stratégie Océan Bleu ebook ISBN: 2744066303
Publisher:
Author: W.Chan Kim,Renée Mauborgne
Number of Pages: 316 
File: stratégie-océan-bleu.pdf
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Summary:

Pour dynamiser sa croissance, l'entreprise qui se trouve dans un environnement concurrentiel saturé, où les produits se ressemblent de plus en plus et où la guerre des prix fait rage, doit s’affranchir des contraintes de son marché. Et, pour sortir de l’« océan rouge » de la concurrence, il lui faut réaliser un saut de valeur, véritable déplacement stratégique, qui aboutira à la création d’un espace de marché entièrement neuf : un océan bleu. C'est ainsi qu'Apple, eBay, le Cirque du Soleil, JCDecaux et Amazon ont réussi à ouvrir et conquérir des espaces encore vierges et créer une demande entièrement nouvelle. Dans cet ouvrage, W. Chan Kim et Renée Mauborgne ont modélisé ces mouvements stratégiques et proposent une méthodologie indispensable à toute organisation qui cherche à modifier les bases de son secteur ou de son marché. Trois interrogations fondamentales, soulevées par les entreprises ayant appliqué avec succès une stratégie océan bleu, viennent enrichir cette nouvelle édition : • Comment aligner les composantes d’une organisation pour mener à bien une stratégie océan bleu ? • Comment éviter les dix pièges des océans rouges ? • Que faire quand son océan bleu devient rouge ? Deux nouveaux chapitres éclairent les grands bouleversements qui affectent l’économie et transforment la stratégie des acteurs sur leurs marchés. Ainsi, le lecteur est encore mieux préparé à découvrir des solutions de croissance originales dans un environnement économique en mutation.

Blue Ocean Strategy with Harvard Business Review Classic Articles “Blue Ocean Leadership” and “Red Ocean Traps” (3 Books)

Blue Ocean Strategy with Harvard Business Review Classic Articles “Blue Ocean Leadership” and “Red Ocean Traps” (3 Books) ebook ISBN: 1633694143
Publisher: Harvard Business Press
Author: W. Chan Kim,Renée A. Mauborgne
Number of Pages: 464 
File: blue-ocean-strategy-with-harvard-business-review-classic-articles-blue-ocean-leadership-and-red-ocean-traps-3-books.pdf
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Summary:

Chart a path to creating uncontested market space and winning the future. This collection of work by globally preeminent management thinkers W. Chan Kim and Renée Mauborgne brings together their perennial bestseller book Blue Ocean Strategy with their classic articles “Blue Ocean Leadership” and “Red Ocean Traps.” Blue Ocean Strategy, the global phenomenon that has sold over 4 million copies and is recognized as one of the most iconic and impactful strategy books ever written, argues that cutthroat competition results in nothing but a bloody red ocean of rivals fighting over a shrinking profit pool. Based on a study of 150 strategic moves (spanning more than 100 years across 30 industries), Kim and Mauborgne argue that lasting success comes not from battling competitors but from creating “blue oceans”—untapped new market spaces ripe for growth. The book presents a systematic approach to making competition irrelevant and outlines principles and tools any organization can use to create and capture their own blue oceans. In the article “Blue Ocean Leadership,” the authors apply their concepts and tools to what is perhaps the greatest challenge of leadership: closing the gulf between the potential and realized talent and energy of employees. The authors offer a systematic method for uncovering, at every level of the organization, which leadership acts and activities will inspire employees to give it their all and a process for getting managers throughout the company to undertake these tasks. In the article “Red Ocean Traps,” the authors show how managers’ mental models—ingrained assumptions and theories about the way the world works—undermine attempts to discover uncontested new market spaces. The authors provide a framework for avoiding spaces where competition is bloody (red oceans) and moving to blue ocean spaces with ample potential.

Blue Ocean Strategy

Blue Ocean Strategy ebook ISBN: 1351350218
Publisher: CRC Press
Author: Andreas Mebert
Number of Pages: N.A 
File: blue-ocean-strategy.pdf
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Summary:

In Blue Ocean Strategy, W. Chan Kim and Renee Mauborgne tackle the central problem facing all businesses: how to perform better than your competitors? Their solution involves taking a creative approach to the normal view of competition. In the normal framework, competition is a zero-sum game: if there are two companies competing for the same market, as one does better, the other has to do worse. The authors' creative leap is to suggest one can beat the competition by not competing. Companies should avoid confronting competitors in crowded marketplaces, what they call "red oceans," and instead seek out new markets, or "blue oceans." Once the blue oceans have been identified, companies can get down to the task of creating unique products which exploit that market. Chan and Mauborgne argue, for example, that a wine company might decide to start appealing to a group previously uninterested in wine. This would be a "blue ocean" market, giving the winemaker a huge advantage, which they could exploit by creating a wine that appealed to the tastes of a beer-drinking demographic. A classic of business writing, Blue Ocean Strategy is creative thinking and problem solving at its best.

Blue Ocean Strategy in Private Banking

Blue Ocean Strategy in Private Banking ebook ISBN: 3750455430
Publisher: BoD – Books on Demand
Author: Marc Strauß
Number of Pages: 172 
File: blue-ocean-strategy-in-private-banking.pdf
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Summary:

Private banking faces increasing pressure from various sources, resulting in consistently diminishing margins. Continuing to follow conventional strategies will not solve these problems and therefore calls for different approaches. This is where the blue ocean strategy (BOS) approach comes into play. Developed by two INSEAD professors, this concept aims at creating an uncontested market space without competition, where new client groups are served through high-value offerings. In this book, Dr. Marc Strauss, a former top management consultant and private banking expert, with considerable experience in strategy creation and implementation, comprehensively applies the BOS approach to the field of private banking. Through his book, Dr. Strauss offers various benefits to both academics and practitioners by: - Conducting a complete and consistent run-through of the entire BOS formulation process - Creating a tailored framework to evaluate and build an actionable BOS blueprint - Developing a concrete BOS for an exemplary private bank, including the formulation of a distinct (operating) business model - Creating a business case to describe the commercial viability of the new BOS private banking unit and the combined Entity - Providing practitioners with "food for thought"

Red Ocean Traps (Harvard Business Review Classics)

Red Ocean Traps (Harvard Business Review Classics) ebook ISBN: 1633692671
Publisher: Harvard Business Review Press
Author: W. Chan Kim,Renée A. Mauborgne
Number of Pages: 64 
File: red-ocean-traps-harvard-business-review-classics.pdf
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Summary:

As established markets become less profitable, companies increasingly need to find ways to create and capture new markets. Despite much investment and commitment, most firms struggle to do this. What, exactly, is getting in their way? World-renowned professors W. Chan Kim and Renee Mauborgne, the authors of the best-selling book Blue Ocean Strategy have spent over a decade exploring that question. They have seen that the trouble lies in managers' mental models--ingrained assumptions and theories about the way the world works. Though these models may work perfectly well in mature markets, they undermine executives' attempts to discover uncontested new spaces with ample potential (blue oceans) and keep companies firmly anchored in existing spaces where competition is bloody (red oceans). In this bound version of their bestselling Harvard Business Review classic article, they describe how to break free of these red ocean traps. 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 (3) Stop focusing on premium versus low-cost strategies. The Harvard Business Review Classics series offers you the opportunity to make seminal Harvard Business Review articles a part of your permanent management library. Each highly readable volume contains a groundbreaking idea that continues to shape best practices and inspire countless managers around the world--and will have a direct impact on you today and for years to come.

Les 22 [vingt deux] lois du marketing

Les 22 [vingt deux] lois du marketing ebook ISBN: 9782100079698
Publisher:
Author: Al Ries,Jack Trout
Number of Pages: 176 
File: les-22-vingt-deux-lois-du-marketing.pdf
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Summary:

La plupart d'entre nous sont persuadés qu'une stratégie marketing correctement conçue, exécutée et financée atteint de facto son objectif. Il n'en est rien. Et des milliards ont été engloutis dans des programmes qui n'avaient pas la moindre chance de réussir. Pour en finir avec les mythes du marketing, Al Ries et Jack Trout nous livrent leurs conclusions sous forme de principes qui régissent la réussite et l'échec d'une stratégie. Vous saurez ainsi pourquoi certaines bonnes idées n'ont jamais été couronnées de succès - et vous comprendrez ce qu'il aurait fallu faire pour qu'elles aboutissent. Les auteurs ont baptisé ces règles simples, étayées de nombreux exemples, les 22 lois du marketing. Par exemple : • La loi du premier occupant - Mieux vaut être le premier que le meilleur. • La loi du sacrifice - Pour gagner, il faut savoir se fixer des limites. • La loi du succès - Le succès rend arrogant, et l'arrogance mène à l'échec. Publié pour la première fois en 1993 et constamment réédité depuis, cet ouvrage reste l'aide-mémoire fondamental des pros du marketing.

The W. Chan Kim and Renée Mauborgne Blue Ocean Strategy Reader

The W. Chan Kim and Renée Mauborgne Blue Ocean Strategy Reader ebook ISBN: 1633692752
Publisher: Harvard Business Review Press
Author: W. Chan Kim,Renée A. Mauborgne
Number of Pages: 224 
File: the-w-chan-kim-and-renée-mauborgne-blue-ocean-strategy-reader.pdf
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Summary:

The best of W. Chan Kim and Renée Mauborgne’s articles on blue ocean strategy, all in one place. The seminal book Blue Ocean Strategy has sold over 4 million copies globally and is in print in 46 languages. But much of W. Chan Kim and Renée Mauborgne’s work on creating new market spaces was originally published in the pages of Harvard Business Review. This book brings the best of those articles together all in one place. Piece by piece, these articles explain the process of creating “blue oceans”––uncontested market spaces, untainted by competition. Kim and Mauborgne introduce tools for exploring and exploiting these markets, such as the Value Curve, the Strategy Canvas, the Price Corridor of the Mass, and the Business Model Guide—tools that have come to make up the blue ocean strategy framework. This collection also features the authors’ latest Harvard Business Review article, “Red Ocean Traps.” Whether or not you’re familiar with blue ocean strategy, this book will give you a new perspective on this important framework—and help you implement it in your organization. This volume includes the articles “Value Innovation: The Strategic Logic of High Growth,” “Fair Process: Managing in the Knowledge Economy,” “Creating New Maket Space,” “Knowing a Winning Business Idea When You See One,” “Charting Your Company’s Future,” “Tipping Point Leadership,” “Blue Ocean Strategy,” “How Strategy Shapes Structure,” “Blue Ocean Leadership,” and “Red Ocean Traps: The Mental Models That Undermine Market-Creating Strategies.”

The Application of the Blue Ocean Strategy Assessing Opportunities for Stationary Fashion Retail Companies Targeting Competitive Advantages

The Application of the Blue Ocean Strategy Assessing Opportunities for Stationary Fashion Retail Companies Targeting Competitive Advantages ebook ISBN: 3668569126
Publisher: GRIN Verlag
Author: Cindy Helinski
Number of Pages: 116 
File: the-application-of-the-blue-ocean-strategy-assessing-opportunities-for-stationary-fashion-retail-companies-targeting-competitive-advantages.pdf
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Summary:

Bachelor Thesis from the year 2017 in the subject Business economics - Business Management, Corporate Governance, grade: 1,3, University of applied sciences, Nürnberg, language: English, abstract: This bachelor thesis provides a general overview of the theoretical principles of the Blue Ocean Strategy targeting the assessment of opportunities for stationary fashion retail companies according to competitive advantages. The intention is the development of a strategic approach for this industry to disregard direct competition with contenders and e-commerce. However, the problem arises whether the Blue Ocean Strategy can provide a significant incentive for stationary fashion retailing aiming to avoid increasing competition. The following questions are, therefore, answered: Does the Blue Ocean Strategy provide opportunities for the stationary fashion retail group H&M to create competitive advantages by using four appropriate tools? How do customers perceive the raised and created elements by Arket? Does this concept affect customers' comparison between the two largest providers and Arket in the fast fashion industry? The analysis was conducted through a case study, a quantitative questionnaires and theoretical foundations. For this purpose, data sets of more than 2500 participants were obtained and evaluated. The thesis is, therefore, based on theoretical elaboration and a subsequent empirical research.

SUMMARY: Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant: By W. Chan Kim & Renee Maurborgne | The MW Summary Guide

SUMMARY: Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant: By W. Chan Kim & Renee Maurborgne | The MW Summary Guide ebook ISBN:
Publisher: KP
Author: The Mindset Warrior
Number of Pages: N.A 
File: summary-blue-ocean-strategy-how-to-create-uncontested-market-space-and-make-competition-irrelevant-by-w-chan-kim-renee-maurborgne-the-mw-summary-guide.pdf
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Summary:

An Easy to Digest Summary Guide... ★☆BONUS MATERIAL AVAILABLE INSIDE★☆ The Mindset Warrior Summary Guides, provides you with a unique summarized version of the core information contained in the full book, and the essentials you need in order to fully comprehend and apply. Maybe you've read the original book but would like a reminder of the information? ✅ Maybe you haven't read the book, but want a short summary to save time? ✅ Maybe you'd just like a summarized version to refer to in the future? ✅ In any case, The Mindset Warrior Summary Guides can provide you with just that. Lets get Started. Download Your Book Today.. NOTE: To Purchase the "Blue Ocean Strategy"(full book); which this is not, simply type in the name of the book in the search bar of your bookstore.

Summary of Blue Ocean Strategy

Summary of Blue Ocean Strategy ebook ISBN: 1683784502
Publisher: Instaread
Author: Instaread
Number of Pages: 38 
File: summary-of-blue-ocean-strategy.pdf
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Summary:

Summary of Blue Ocean Strategy by W. Chan Kim and Renée A. Mauborgne | Includes Analysis Preview: Blue Ocean Strategy, Expanded Edition: How to Create Uncontested Market Space and Make the Competition Irrelevant is the 2015 update to the classic business strategy text of the same name originally published in 2005. The text offers a practical handbook to business students and entrepreneurs who wish to rise above the fray of the competition, become pioneers in previously uncharted market territory, and gain access to impressive growth opportunities and an untapped customer base. Most businesses make the mistake of focusing on their competitors when developing strategies. A “blue ocean” business, on the other hand, focuses on how to create new value for customers, the base of which may be people who are not yet customers of this business’ core industry. The term “blue ocean” is derived from the idea that an area of unexplored market space is like the clear, blue waters of an undisturbed portion of ocean… PLEASE NOTE: This is key takeaways and analysis of the book and NOT the original book. Inside this Instaread Summary of Blue Ocean Strategy by W. Chan Kim and Renée A. Mauborgne | Includes Analysis · Overview of the Book · Important People · Key Takeaways · Analysis of Key Takeaways About the Author With Instaread, you can get the key takeaways, summary and analysis of a book in 15 minutes. We read every chapter, identify the key takeaways and analyze them for your convenience. Visit our website at instaread.co.

Blue Ocean Strategy. Darstellung und Analyse eines neuen Instruments des strategischen Managements

Blue Ocean Strategy. Darstellung und Analyse eines neuen Instruments des strategischen Managements ebook ISBN: 364076255X
Publisher: GRIN Verlag
Author: Peter Zickermann
Number of Pages: 56 
File: blue-ocean-strategy-darstellung-und-analyse-eines-neuen-instruments-des-strategischen-managements.pdf
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Summary:

Bachelorarbeit aus dem Jahr 2010 im Fachbereich BWL - Unternehmensfuhrung, Management, Organisation, Note: 1,0, Universitat Passau, Sprache: Deutsch, Abstract: Die Blue Ocean Strategy (Der blaue Ozean als Strategie) ist ein neuer Ansatz in der betriebswirtschaftlichen Strategielehre. Entwickelt von den Professoren W. Chan KIM und Renee MAUBORGNE an der franzosischen Wirtschaftshochschule INSEAD, wurde dieser 2005 erstmalig veroffentlicht. Aufgrund der grossen Resonanz wurde das gleichnamige Buch bis heute in 40 Sprachen ubersetzt und uber 2 Millionen Mal weltweit gedruckt. Die Blue Ocean Strategy wird von vielen Wirtschaftsexperten als neues strategisches Instrument angesehen und bereits in mehreren multinationalen Unternehmen wie Nissan, Nintendo oder Apple angewendet. Ist die Blue Ocean Strategy ein neuer Strategieansatz und wie grenzt sie sich gegenuber den bisherigen Strategien ab? Diese Frage zu beantworten ist Gegenstand der vorliegenden Arbeit. Zu Beginn werden die allgemeinen Grundlagen der Strategielehre dargestellt und im Speziellen auf die strategische Planung eingegangen. Dann werden die beiden etablierten Strategierichtungen, der marktorientierte Ansatz und der ressourcenbasierten Ansatz mit ihren wichtigsten Vertretern, erlautert. Im Weiteren wird die Blue Ocean Strategy ganzheitlich vorgestellt und deren Methoden naher betrachtet. Ein Vergleich der verschiedenen Strategieansatze steht am Ende der Darstellung und folgt dem Ziel herauszufinden, ob es sich bei der Blue Ocean Strategy um ein wirklich neues Instrument des strategischen Managements handelt

Blue Ocean Classics

Blue Ocean Classics ebook ISBN: 163369738X
Publisher: Harvard Business Press
Author: W. Chan Kim,Renée A. Mauborgne
Number of Pages: 144 
File: blue-ocean-classics.pdf
Reads: 8781292
 
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Summary:

The collection you need to create more blue oceans. W. Chan Kim and Renee Mauborgne changed the field of strategy and the language of business with their pathbreaking "blue ocean strategy," a model for creating uncontested markets that unlock new demand and new opportunities for growth. This book brings together three of their classic blue ocean strategy articles, all first published in Harvard Business Review. "Blue Ocean Strategy" highlights the distinct differences between market-competing (red ocean) and market-creating (blue ocean) strategy and what it takes to create the new markets of tomorrow. In "Red Ocean Traps," Kim and Mauborgne reveal the faulty assumptions that keep managers tethered to existing overcrowded markets (red oceans). "Blue Ocean Leadership" applies the concepts and analytic frameworks of blue ocean strategy to an innovative leadership approach that releases employees' untapped talent and energy while conserving their most precious resource--time. This collection is the ideal start, or refresher, for creating more blue oceans.

Blue Ocean Strategy - An Insight Into the Future of Customer Relationship Management

Blue Ocean Strategy - An Insight Into the Future of Customer Relationship Management ebook ISBN: 3656008574
Publisher: GRIN Verlag
Author: Christian Gondek
Number of Pages: 52 
File: blue-ocean-strategy-an-insight-into-the-future-of-customer-relationship-management.pdf
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Seminar paper from the year 2011 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,3, University of Applied Sciences Essen, course: Strategic Management, language: English, abstract: This paper contains a Strategic Management Assignment written in 2011 for a MBA course at the FOM in Germany. It demonstrates how to easily apply the Blue Ocean Strategy in order to draft an insight into the future of Customer Relationship Management. The author introduces a flexible assessment of Blue Ocean Strategy based on the assignment's requirement of 1.500 words only. /// Diese Veroffentlichung beinhaltet eine mit der Note 1,3 bewertete Seminararbeit aus dem Jahr 2011 in dem Fach Strategic Management fur ein MBA-Studium an der FOM in Deutschland. Es veranschaulicht, wie auf einfache Weise die Blue Ocean Strategie angewandt werden kann, um einen Einblick in die Zukunft des Customer Relationship Managements zu skizzieren. Der Autor stellt eine flexible Interpretation der Blue Ocean Strategie unter der Vorgabe der Seminararbeit von 1.500 Worten vor.

Blue Ocean Strategy

Blue Ocean Strategy ebook ISBN: 3640471938
Publisher: GRIN Verlag
Author: Katharina Niciejewska,Dimitar Dimitrov
Number of Pages: 52 
File: blue-ocean-strategy.pdf
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Seminar paper from the year 2008 in the subject Business economics - Business Management, Corporate Governance, grade: 1,7, Hamburg University of Applied Sciences, course: Marketing Strategien, language: English, abstract: In a business context, it is inevitable that one of the main words one would hear is competition. In a way doing business is like participating in a competition for market share, profits etc. Even one of the basic theories of trade, the one of Ricardo, speaks about the competitive advantage and its importance. But how to become successful in doing business? Does a recipe exist which guarantees that a business could thrive and be successful? On the one hand one could argue that business opportunities arise from the environment, lead by an "invisible hand" and the essentials of doing business are similar to the one centuries ago and that people do not have substantial influence. On the other hand, others would argue that the success of a business is predominantly result of the well-prepared planning and in that way is connected more to the human (merchant's) abilities rather than to the environment itself. Surely, the centuries of business history has shown that answering the question what makes a business successful does not have a clear answer. It would be very shallow way of thinking to give a simple answer to this question. Surely, the environment plays an important role for the business but the other way round, doing business is not a random game. In contrast, only thinking strategically without being in the appropriate environment and without any resources, it is quite impossible to set up a successful business. Furthermore, the business environment is not static but instead very dynamic. As the time passes by, businesses change and what was true about business success centuries or even a decades ago, is not true any more. At the same time, it does not mean that business now and in the past has nothing in common. On the contrary, nowadays t

Blue Ocean Leadership (Harvard Business Review Classics)

Blue Ocean Leadership (Harvard Business Review Classics) ebook ISBN: 1633692655
Publisher: Harvard Business Review Press
Author: W. Chan Kim,Renée A. Mauborgne
Number of Pages: 80 
File: blue-ocean-leadership-harvard-business-review-classics.pdf
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Summary:

Ten years ago, world-renowned professors W. Chan Kim and Renee Mauborgne broke ground by introducing "blue ocean strategy," a new model for discovering uncontested markets that are ripe for growth. In this bound version of their bestselling Harvard Business Review classic article, they apply their concepts and tools to what is perhaps the greatest challenge of leadership: closing the gulf between the potential and the realized talent and energy of employees. Research indicates that this gulf is vast: According to Gallup, 70% of workers are disengaged from their jobs. If companies could find a way to convert them into engaged employees, the results could be transformative. The trouble is, managers lack a clear understanding of what changes they could make to bring out the best in everyone. In this article, Kim and Mauborgne offer a solution to that problem: a systematic approach to uncovering, at each level of the organization, which leadership acts and activities will inspire employees to give their all, and a process for getting managers throughout the company to start doing them. Blue ocean leadership works because the managers' "customers"--that is, the people managers oversee and report to--are involved in identifying what's effective and what isn't. Moreover, the approach doesn't require leaders to alter who they are, just to undertake a different set of tasks. And that kind of change is much easier to implement and track than changes to values and mind-sets. The Harvard Business Review Classics series offers you the opportunity to make seminal Harvard Business Review articles a part of your permanent management library. Each highly readable volume contains a groundbreaking idea that continues to shape best practices and inspire countless managers around the world--and will have a direct impact on you today and for years to come.