Стратегия Голубого Океана

Blue Ocean Strategy

автор: Чан Ким, Рене Моборн (W. Chan Kim, Renée Mauborgne)

Читать на английском и переводить текст

TLFeBOOK

FM-Kim.qxd  10/25/04  10:03 AM  Page i Blue Ocean Strategy

FM-Kim.qxd  10/25/04  10:03 AM  Page ii

FM-Kim.qxd  10/25/04  10:03 AM  Page iii Blue Ocean

Strategy

( ) ( ) ( ) ( ) (

How to Create Uncontested Market Space and

Make the Competition Irrelevant

W. Chan Kim

Renée Mauborgne

H A R V A R D   B U S I N E S S   S C H O O L   P R E S S

B O S T O N ,   M A S S A C H U S E T T S

FM-Kim.qxd  10/25/04  10:03 AM  Page iv Copyright 2005 Harvard Business School Publishing Corporation All rights reserved

Printed in the United States of America

09 08 07 06 05

5 4 3 2 1

No part of this publication may be reproduced, stored in or introduced into a retrieval system, or transmitted, in any form, or by any means (electronic, mechanical, photocopying, recording, or otherwise), without the prior permission of the publisher.

Requests for permission should be directed to permissions@hbsp.harvard.edu, or mailed to Permissions, Harvard Business School Publishing, 60 Harvard Way, Boston, Massachusetts 02163.

Library of Congress Cataloging-in-Publication Data Kim, W. Chan.

Blue ocean strategy: how to create uncontested market space and make the competition irrelevant / W. Chan Kim, Renée Mauborgne.

p.

cm.

Includes bibliographical references and index.

ISBN 1-59139-619-0 (hardcover: alk. paper)

1. New products. 2. Market segmentation. I. Mauborgne, Renée. II. Title.

HF5415.153.K53

2005

658.802—dc22

2004020857

The paper used in this publication meets the requirements of the American National Standard for Permanence of Paper for Publications and Documents in Libraries and Archives Z39.48–1992

FM-Kim.qxd  10/25/04  10:03 AM  Page v To friendship and to our families, 

who make our worlds 

more meaningful

FM-Kim.qxd  10/25/04  10:03 AM  Page vi

FM-Kim.qxd  10/25/04  10:03 AM  Page vii ( ) ( ) ( ) ( )

Contents

Preface

ix

Acknowledgments

xiii

Part One: Blue Ocean Strategy

1

Creating Blue Oceans

3

2

Analytical Tools and Frameworks

23

Part Two: Formulating Blue Ocean Strategy

3

Reconstruct Market Boundaries

47

4

Focus on the Big Picture, Not the Numbers

81

5

Reach Beyond Existing Demand

101

6

Get the Strategic Sequence Right

117

FM-Kim.qxd  10/25/04  10:03 AM  Page viii viii