02417cam a2200361 i 450000100090000000300080000900500170001700700030003400800410003701000170007802000310009502000280012604000280015404100080018204200080019005000270019808200130022510000260023824501370026425000220040126000660042330000490048933600260053833700280056433800270059250400510061952012570067065000180192765000210194565000250196665000310199170000330202218278728BJBSDDR20240830165454.0ta140825s2015    maua     b    001 0 eng    a  2014032847  a9781625274496 (alk. paper)  a1625274491 (alk. paper)  aDLCbengcDLCerdadDLC  aeng  apcc14aHF 5415.153bK49b 201500a658.8/021 aKim, W. Chan, d1952-10aBlue ocean strategy :bhow to create uncontested market space and make the competition irrelevant /cW. Chan Kim, Renée Mauborgne.  aExpanded edition.  aBoston, Massachusetts :bHarvard Business Review Press,c2015  axxviii, 287 pages :billustrations ;c25 cm.  atextbtxt2rdacontent  aunmediatedbn2rdamedia  avolumebnc2rdacarrier  aIncludes bibliographical references and index.  aThe global phenomenon that has sold 3.5 million copies, is published in a record-breaking 43 languages and is a bestseller across five continents – now updated and expanded with fresh content.



This global bestseller, embraced by organizations and industries worldwide, challenges everything you thought you knew about the requirements for strategic success. Now updated and expanded with fresh content from the authors, Blue Ocean Strategy 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), the authors argue that lasting success comes not from battling competitors but from creating “blue oceans” – untapped new market spaces ripe for growth.



Blue Ocean Strategy presents a systematic approach to making the competition irrelevant and outlines principles and tools any organization can use to create and capture their own blue oceans.



A landmark work that upends traditional thinking about strategy, this bestselling book charts a bold new path to winning the future. Consider this your guide to creating uncontested market space – and making the competition irrelevant. 0aNew products. 4aProductos nuevos 0aMarket segmentation. 4aSegmentación del mercado1 aMauborgne, Renée, d1963-