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Publisher's Summary

Blue Ocean Strategy, Expanded Edition: How to Create Uncontested Market Space and Make the Competition Irrelevant is a 2015 version that updates the original text covering business strategy, first published in 2005. This is a classic handbook offering practical strategies for business students or entrepreneurs who want to get ahead of the competition, break new ground in uncharted territory, and earn access to widespread opportunities for growth, as well as gain a previously under-utilized base of customers. Typically, businesses will mistakenly focus upon competitors when creating strategies. A business that is labelled as a "blue ocean", however, will shift focus to creating value for their customers, which could include those customers yet to be attained. "Blue ocean" is terminology which comes from picturing new market space as the crystal clear, blue waters of an unexplored ocean. Conversely, a "red ocean" describes the antithesis: frequent and heavy competition that creates a red, or bloody, rivalry.
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