ESCP Europe

Based on a study of 150 strategic moves spanning more than 100 years and 30 industries, the authors argue that tomorrow's leading companies will succeed not by battling competitors, but by creating "blue oceans" of uncontested market space ripe for growth. Such strategic moves - termed "value innovation" - create powerful leaps in value for both the firm and its buyers, rendering rivals obsolete and unleashing new demand. This book provides a systematic approach to making the competition irrelevant and the authors present a proven analytical framework and the tools for successfully creating and capturing blue oceans.