Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
Competing in overcrowded
industries is no way to
sustain high performance.
The real opportunity is to
create BLUE OCEANS of
uncontested market space
Cirque du Soleil
"Circus of the Sun"
Structuralist or Reconstructionist
Environmental worldview
Determinism Market boundaries
worldview and industries can
Companies and be reconstructed by
managers are at the the actions and
mercy of economic beliefs of industry
forces greater than players
themselves
The Simultaneous Pursuit of
Differentiation and Low Cost
Blue Oceans are created in the region where
a company’s action affects BOTH its cost
structure and its value proposition to buyers
Cost savings are made from eliminating and
reducing the factors an industry competes on
Buyer value is lifted by creating elements the
industry NEVER OFFERED
Over time, costs are reduced further as scale
economies kick in, due to the high sales
volumes that superior value generates