Creating New Markets and Building BlueOcean Strategy

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

Blue ocean strategy is a landmark business idea, but its co-creator, Renée Mauborgne, says it’s not a guaranteed win. She discusses what specifically can go wrong when you try to implement blue ocean strategy, including the common traps managers fall into.