The theories presented in Blue Ocean Shift challenge existing paradigms by advocating for the creation of new market spaces, or 'blue oceans', rather than competing in existing markets, or 'red oceans'. This approach challenges the traditional focus on competition and instead encourages businesses to innovate and create unique value propositions. The book also introduces the concept of a buyer utility map and the idea of looking beyond the traditional target customer to a longer chain of buyers, which can open up new market spaces.
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Released in early-October 2017 — Blue Ocean Shift — is the continuation of the award-winning Blue Ocean Strategy, a bestselling strategy book based on...
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A purchasing decision usually involves a chain of buyers, not just one target customer. There are the users of the product; the purchasers who pay for it; and sometimes the influencers whose opinions can make a difference. Looking beyond the traditional target customer to this longer chain of buyers can open up new market space.