But its co-creator Renée Mauborgne says it’s not a guaranteed win. Blue ocean strategy is a landmark business idea, first introduced in 2004 right here at HBR. What do Ralph Lauren,, and Cirque du Soleil have in common? Give up? They’re all brands that have successfully created “blue oceans” – uncontested, new markets where success is all about differentiation and lower costs. HANNAH BATES: Welcome to HBR On Strategy, case studies and conversations with the world’s top business and management experts, hand-selected to help you unlock new ways of doing business.
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