To win in the future companies need to stop trying to beat the competition. The Six Paths Framework developed by W. Chan Kim and Renée Mauborgne allows managers to address the search risk many companies struggle with. It enables them to successfully identify out of the haystack of possibilities that exist, commercially compelling blue oceans by reconstructing market boundaries.
|Head-to-Head Competition||Blue Ocean Creation|
|Industry||Focuses on rivals within its industry||Looks across alternative industries|
|Strategic Group||Focuses on competitive position within strategic group||Looks across strategic groups within industry|
|Buyer Group||Focuses on better serving the buyer group||Redefines the industry buyer group|
|Scope of Product or Service Offering||Focuses on maximizing the value of product and service offerings within the bounds of its industry||Looks across to complementary product and service offerings|
|Functional-emotional Orientation||Focuses on improving the price performance within the functional-emotional orientation of its industry||Rethinks the functional-emotional orientation of its industry|
|Time||Focuses on adapting to external trends as they occur||Participates in shaping external trends over time|
© Chan Kim & Renée Mauborgne. All rights reserved.
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W. Chan Kim and Renée Mauborgne created a comprehensive set of analytic tools and frameworks to create blue oceans of new market space. In their New York Times bestselling book, Blue Ocean Shift (September 2017), Kim and Mauborgne share how to put these practical market-creating tools into practice to move from red to blue oceans and to do so in a way that people own and drive the process.
Brimming with battle-tested lessons and the stories of organizations from around the world that put their ideas into practice, Kim and Mauborgne highlight what works, what doesn’t, the potential pitfalls along the way and how to avoid them to achieve the best results in your organization. Get your copy of Blue Ocean Shift now, and get all these answers plus so much more including exercise templates you can use to apply the tools in your organization. Learn, apply and execute successful blue ocean shifts using the fully interactive and guided Blue Ocean Studio™.
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