Creating New Markets and Building BlueOcean Strategy

Struggles in creating new markets were documented in the initial book about blue ocean strategy./nThe new book focuses more on aligning the organization and people proposition./nCompanies often fall into the trap of modifying existing offerings instead of breaking out into new markets./nTechnology innovation must be linked to value for buyers in order to unlock markets./nCreating a blue ocean requires overcoming imitation barriers and institutionalizing the process./nThe book is a result of ongoing conversations, research, and a growing database of companies applying the blue ocean strategy.