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Create Uncontested Market Space

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Red Ocean Traps

Harvard Business Review

In this new Harvard Business Review article, the authors of Blue Ocean Strategy define mental models that undermine market-creating strategies.

In the ten years since the first edition of Blue Ocean Strategy was published, Professors Kim and Mauborgne have had myriad conversations with managers and executives about their market-creating strategies. What they’ve learned: one of the most common stumbling blocks isn’t a lack of vision or even funding, but an executive’s own mental models – in other words, his or her assumptions about the way the world works. They call such assumptions “Red Ocean Traps.”

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    President, South Korea

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    Prime Minister of Malaysia

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    President of Chile (1994-2000), 2009 Presidential Candidate

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    Former CEO , Electronic Arts (EA Games)

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    Chief Secretary to the Government, Malaysia

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    CEO, Suncorp Group

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