Blue Ocean Strategy
W. Chan Kim, R. Mauborgne
Written as a traditional business book, this is not as accessible as the other titles, but provides tools that make it an indispensable reference throughout the proposition development process.
Blue Ocean Strategy is most beneficial to those looking to refocus innovation on identifying new opportunities, rather than reacting to competitor moves. It offers a novel set of three frameworks to scope opportunities by looking beyond orthodox market boundaries and addressing customer ‘value innovation’, rather than traditional competitive positioning, to seek out the uncontested ‘blue oceans’ alluded to in the title.
During the early stages of opportunity identification the