Many people think that space is our final frontier - and that is not entirely true. While it is more difficult to get to outer space, we probably know more about the various planets and environments in space than we do about what lies beneath the surface of our oceans.
As established markets become less profitable, companies increasingly need to find ways to create and capture new markets. Despite much investment and commitment, most firms struggle to do this. What, exactly, is getting in their way? The authors of the best-selling book Blue Ocean Strategy have spent over a decade exploring that question. They have seen that the trouble lies in managers' mental modelsingrained assumptions and theories about the way the world works. Though these models may work perfectly well in mature markets, they undermine executives' attempts to discover uncontested new spaces with ample potential (blue oceans) and keep companies firmly anchored in existing spaces where competition is bloody (red oceans). This article describes how to break free of these red ocean traps. To do that, managers need to: (1) Focus on attracting new customers, not pleasing current customers; (2) Worry less about segmentation and more about what different segments have in common; (3) Understand that market creation is not synonymous with either technological innovation or creative destruction; and (4) Stop focusing on premium versus low-cost strategies.
Introduction |Neenee came to the Big Island from Canada. I came here from Japan. I spent my first two years here just, you know, going to my classes, being a good girl, focusing on school. I really didn't have many friends, and that suited me fine. Then just this past September, I arrive for my first class, and who happens to want to sit at my favorite desk? Neenee! I've been coming to this same room for 2 years now, sitting at the same desk. This is my desk! So we got into a fight over it. I mean an all out actual fist fight. She tore half my clothes off. And as we rolled around on the floor of the classroom, all the boys cheering us on, what do you think happened? Neenee's thigh rubbed up against my pum.. I mean actually ground up against it. She had me pinned against the floor, and she was like trying to stoop up to punch me in the face or something, and 3 or four times her warm thigh like ground up into it. I lost all strength.. and needless to say lost the fight. She gave me my desk back though. And after class, we decided to find somewhere private.
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