Blue Ocean Strategy - by W Chan Kim and Renee Maurborgne

'How to create uncontested market space and make the competition irrelevant'

The Problem: Current markets are flooded with competition. More and more companies are competing for smaller and smaller profit margins. This cut-throat battle leaves the water bloody. This is the Red Ocean.

The Solution: Swim away from the competition. Make the competition irrelevant. Find somewhere that is wide open. Create a Blue Ocean.

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