What this book is aboutWe got used to think that a competition is a symbol of healthy business. However with every year a competition becomes more and more tense, and fight for liking of consumer (and his purse) - more sanguinary. A Business-ocean was painted in a red color, and to survive becomes all more difficult in him.The authors of "Strategy" are sure - it is needed to step back aside and to think of something a quite new. And then in quiet waters of the "Blue ocean" your business will obtain the desired height. Чан Ким and Моборн offer the detailed instructions on the leadingout of company from the state of competition stress and creation of span-new business model.Why we decided to publish this bookThis book is translated into 40 languages and published by drawing more than 2 million copies, she twice got in ten of the best business-books of decade, became the best business- by a book 2005 year on To the Frankfort bookfair and got the great number of other rewards from authoritative business editions. For 7, passing from the moment of publication, a book did not abandon Топ-10 of the best business books on Amazon.com and collected more than 250 positive reviews there. Time to acquaint a home reader with one of the best business-books of contemporaneity came.Whom this book is forFor those, whoever wants to fish in turbid scarlet water, those who searches ocean of new possibilities. It is a book for the real business-leaders of the future.Chip of book"Strategy of blue ocean" is not simply book, and whole philosophy of success. There is even an of the same name business-institute.From authorsWe knew on the experience, that people, as well as corporations, sometimes acted wisely, and sometimes - not very. To score a greater success, it is necessary to understand how exactly we succeeded to get a positive result, and to understand that, how it is possible him systematic to reproduce. Exactly it we and we name clever strategic steps, thus, as we set, a primary value had a strategic step to creation of blue oceans.Strategy of blue ocean is aimed at that, to impel companies to break from the scarlet ocean of competition by creation for itself such market niche, where it is possible to be not afraid of competitors. Strategy blue ocean suggests to give up that, to partake with other existing - and frequently declining is demand, constantly looking around here on competitors. Instead she suggests to devote to creation of new, growing demand and care from a rivalry.A book not only calls companies to such step but also explains that for this purpose it is needed to do. In the beginning we give the set of analytical tools and prospects to you, that show, what systematic actions are necessary to be undertaken, moving on the offered way, and then we examine principles, qualificatory strategy of blue ocean and distinguishing it from strategic approaches that is based on a competition.Table of contentsPreface to edition in Russian languagePrefacePart first. Strategy of blue oceanHead 1. Creation of blue oceansNew market spaceBlue oceans were created alwaysInfluence of blue oceansHeight of necessity of creation of blue oceansFrom a company and industry to the strategic stepInnovation of value : head stone of strategy of blue oceanDevelopment and realization of strategy of blue oceanHead 2. Analytical instruments and modelsStrategic canvasModel of four actionsGrate to "abolish - to bring down - to promote - to create"Three descriptions of good strategyFocusDivergenceAttractive mottoDecoding of the crooked valueNon-coherent strategyStrategic contradictionsCompany movable internal forcesPart second. Creation of strategy of blue oceanHead 3. Reconstruction of market bordersWay first. To consider alternative industriesWay second. To consider strategic groups and industriesWay third. Look at the chainlet of customersWay fourth. To consider additional foods and servicesWay fifth. To analyse the functional and emotional attractiveness of commodity for customersWay sixth. To scrutinize in a morrowOpening of new market spaceHead 4. Focusing on a general picture, but not on numbersConcentration on general to the pictureCreation of your own strategic canvasVisualization of strategy at corporate levelOvercoming of limitations of the strategic planningHead 5. Exit outside existent demandThree tiers of неклиентовНеклиенты of the first tierНеклиенты of the second tierНеклиенты of the third tierExtend the zone of scopeHead 6. Observance correct strategic sequencesCorrect strategic sequenceSix levers of utilityFrom an exceptional utility to the strategic pricingFrom an utility, price and expenses - to introductionEmployeesBusiness-partnersWide audienceIndex of idea of blue oceanPart third. Embodiment of strategy of blue oceanHead 7. Overcoming of basic organizational obstaclesPurposeful leadership in operationsBasic lever: disproportionate factors of influenceWe overcome the lack of resourcesWe take a motivational barrierWe destroy political intriguesWe affront to the traditional point of viewHead 8. Building of process of embodiment in strategyA bad process can ruin embodiment of strategyForce of just processPrinciple three "Е" just processHistory about two plantsWhy is a just process so important?Theory of intellectual and emotional confessionJust process and strategy of blue oceanHead 9. Conclusion. Stability and updating of strategy of blue oceanBarriers on the way of imitatorsWhen the innovation of value is again neededAppendix AndHistorical essay about паттерне of creation of blue oceanMotor-car industryModel of ТGeneral MotorsLittle economical Japanese carsМини-вэн ChryslerComputer industryTabulatorElectronic computerPersonal computerПК-серверы CompaqComputer of DellCinemasНикельодеонPalas-theatreМультиплексМегаплексAppendix InInnovation of value. Реконструкционистский look to strategyAppendix WithMarket dynamics innovations of value

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