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Blue Ocean Strategy
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Blue Ocean
Strategy
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( ( ( ( (
How to Create Uncontested Market Space and
Make petition Irrelevant
W. Chan Kim
Renée ne
HARVARD BUSINESS SCHOOL PRESS
BOSTON, MASSACHUSETTS
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Copyright 2005 Harvard Business School Publishing Corporation
All rights reserved
Printed in the United States of America
09 08 07 06 05 54321
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 ******@, 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 ne.
p. cm.
Includes bibliographical references and index.
ISBN 1-59139-619-0 (hardcover: alk. paper)
1. New products. 2. Market segmentation. I. ne, Renée. II. Title.
2005
⍮02—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 –1992
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To friendship and to our families,
who make our worlds
more meaningful
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Contents
Preface ix
Acknowledgments xiii
Part One: Blue Ocean Strategy
1Creating Blue Oceans 3
2 Analytical Tools and Frameworks 23
Part Two: Formulating Blue Ocean Strategy
3Reconst