Blue ocean shift : beyond competing : proven steps to inspire confidence and seize new growth /
W. Chan Kim; Reně Mauborgne
- New York : Hachette Books, 2017
- 322 p. : ill. ; 24 cm
Reach beyond the best -- The fundamentals of market-creating strategy -- The mind of a blue ocean strategist -- Humanness, confidence, and creative competence -- Step one: Getting started -- Choosing the right place to start -- Constructing the right blue ocean team -- Step two: Understand where you are now -- Getting clear about the current state of play -- Step three: Imagine where you could be -- Uncovering the hidden pain points that limit the size of your industry -- Discovering an ocean of noncustomers -- Step four: Find how you get there -- Reconstructing market boundaries, systematically -- Developing alternative blue ocean opportunities -- Step five: Make your move -- Selecting your blue ocean move and conducting rapid market tests -- Finalizing and launching your blue ocean move -- Epilogue: A national blue ocean shift in action.
9780316314046
Desarrollo de nuevos productos. Segmentación de mercados.