TY - GEN AU - Kim,W Chan AU - Mauborgne,Renée TI - Blue ocean shift : : beyond competing : proven steps to inspire confidence and seize new growth SN - 9780316314046 AV - HF 5415.13 K49b 2017 U1 - 658.802 PY - 2017/// CY - New York : PB - Hachette Books KW - Desarrollo de nuevos productos KW - Segmentación de mercados N1 - 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 ER -