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Blue Ocean Strategy: Reach Beyond Existing Demand | 
 enlarge | Authors: W. Chan Kim, Renee Mauborgne
Publisher: Harvard Business School Press
Category: Book
Buy New: $6.95
Sales Rank: 1567727
Format: Download: Pdf
Media: Digital
Pages: 18
ASIN: B000M5KQZM
Publication Date: December 16, 2004
Availability: Available for download now
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Product Description
How do you maximize the size of the blue ocean you are creating? This chapter provides a guide to reaching beyond existing demand, encouraging companies to challenge the conventional strategy practices of focusing on existing customers and finer segmentation to accommodate buyer differences. Instead of concentrating on customers, companies need to look to noncustomers and build on powerful commonalities in what buyers value in order to unlock new markets.
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