WHEN WE ASK PEOPLE to define what blue ocean strategy is and what drives its success, we typically get one of three answers. Some see it as fundamentally about how to reconstruct market boundaries and offer a leap in value to buyers. Others see the essence of blue ocean strategy as about unlocking business model innovation through strategic pricing, target costing, and the like so a company can seize new customers profitably. And still others see it as fundamentally about releasing the creativity, knowledge sharing, and voluntary cooperation of people through the proper approach to ...
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