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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Chan Kim and Renée Mauborgne have created a comprehensive set of analytic tools and frameworks to create blue oceans of new market space. In their 2017 New York Times bestselling book, Blue Ocean Shift, 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.
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