Red Ocean Traps: The Mental Models That Undermine Market-Creating Strategies by W. Chan Kim and Renée Mauborgne (Paperback)

In this short book from the Harvard Business Review Classics series, W. Chan Kim and Renée Mauborgne, the professors behind Blue Ocean Strategy, ask why so many companies fail to open up new markets despite heavy investment. Their answer lies in the assumptions managers carry about how markets work. It suits executives, strategists and business students.

• Shows how habits of thought that serve mature markets keep firms locked in crowded red oceans
• Argues for winning new customers rather than concentrating only on pleasing current ones
• Urges managers to look at what different segments share instead of slicing markets ever finer
• Separates market creation from technology innovation and creative destruction
• Moves strategy beyond the choice between high-end and low-cost positions

Details

• Authors: W. Chan Kim and Renée Mauborgne
• Series: Harvard Business Review Classics
• Publisher: Harvard Business Review Press
• Published: June 2017
• Format: Paperback, 64 pages
• Language: English
• ISBN: 9781633692664