Blue Ocean Shift: Beyond Competing - Proven Steps to Inspire Confidence and Seize New Growth

　　《藍海策略》共同作者金偉燦與莫伯尼教授，十多年來使用該模式投入各式組織的營造與改善，逐步引導組織脫離擁擠競爭的紅海到新開闢的藍海市場。



　　新書BLUE OCEAN SHIFT包含了全新的研究與案例，介紹不同行業與組織的領導者如何透過本書介紹的流程與方式來轉變和創造新的市場。無論您屬於資金緊繃的創業者、剛成立的公司、非營利或是政府部門，您都能學習如何從紅海移轉到藍海，建立人們信心，讓他們參與並推動這過程。



　　常見的抉擇始於固定的市場範圍，公司必須在差異化和低成本之間作出決定；人們也不願輕易踏入不熟稔的新領域。BLUE OCEAN SHIFT有系統地採用五個步驟，將心理學的見解納入激勵人心的信心工具。首先，幫助您找到正確的起點，建立最佳團隊。接下來，提供市場創造工具，幫助您的公司更了解方向以及可以冒險抓住新增長的地方。而後，他們協助您重新定義您的市場範圍，並開發和選擇您的「新藍海」。最後，他們提供了測試方法，協助您完成一個成功的藍海移轉。



　　作者經由與非營利組織、企業和政府合作，展示如何應用他們的策略，並從這些客戶的成功和失敗中吸取教訓。這本書包含強大的真實案例，例如伊拉克國家青年管弦樂團中分裂的教派；法國電器製造商SEB決定生產不需油炸的法式炸鍋；馬來西亞政府如何將囚犯從塞爆的監獄移轉到本為軍事基地的閒置土地上。這些寶貴的指南將為您的經營頭腦帶來不小的激盪。



　　透過大量的案例佐證，本書對於領導者、經理與企業家們至關重要。您會學到什麼是有效的舉動，並避免一路上可能遇到的陷阱。當您踏上自己的藍海移轉之旅時，這本書將幫您迎來成功，通往您一手創造的藍色海洋。



　　您將在本書中學到：

　　•為什麼專注於競爭將錯失巨大成長機會？如何使您的思維擴展到策略而不僅止於競爭？

　　•為什麼認為創造性破壞和以破壞作為創新的來源方法有其限制性？您如何透過非破壞性的方式創造成長？

　　•如何使用BLUE OCEAN SHIFT的五個系統性步驟？不只是創業家，任何組織中的任何人都可以從紅海移動至藍海。

　　•為什麼人們的信心對於創建與執行您的成長策略至關重要？如何建構它？

　　•為什麼不應該根據現有環境與產業條件構築您的成長策略？如何塑造您的成長方式？



企管名家一致盛讚



　　「金偉燦與莫伯尼帶來另一本重磅之作。BLUE OCEAN SHIFT使用藍海策略中開創性的原則，並提供一個聰明、系統性的計畫協助任何組織從既存市場的激烈競爭轉移並創造一個全新的市場。你不必是一個創業家或技術人員才能利用這見解。你只需有意願去挑戰你產業的假設，提出新的問題，並且擁抱人性。」–《動機，單純的力量》、《未來在等待的人才》作者Daniel H. Pink



　　「於擁擠且競爭的市場中發展，並以智慧、效率且人道的方式呈現，是每個企業的挑戰。在BLUE OCEAN SHIFT中，你會找到這所有一切的方法。在金偉燦與莫伯尼的引導之下，無論你是創業者、中小企業還是《財富》雜誌500大企業，都能如醍醐灌頂般找到自己企業所有未開發的成長機會。」–《執行力》作者瑞姆．夏藍 (文/博客來編譯)

NEW YORK TIMES BESTSELLER
#1 WALL STREET JOURNAL BESTSELLER

Blue Ocean Shift is the essential follow up to Blue Ocean Strategy, the classic and over 4 million copy global bestseller by world-renowned professors W. Chan Kim and Renee Mauborgne.

Drawing on more than a decade of new work, Kim and Mauborgne show you how to move beyond competing, inspire your people’s confidence, and seize new growth, guiding you step-by-step through how to take your organization from a red ocean crowded with competition to a blue ocean of uncontested market space. By combining the insights of human psychology with practical market-creating tools and real-world guidance, Kim and Mauborgne deliver the definitive guide to shift yourself, your team, or your organization to new heights of confidence, market creation, and growth. They show why nondisruptive creation is as important as disruption in seizing new growth.

Blue Ocean Shift is packed with all-new research and examples of how leaders in diverse industries and organizations made the shift and created new markets by applying the process and tools outlined in the book. Whether you are a cash-strapped startup or a large, established company, nonprofit or national government, you will learn how to move from red to blue oceans in a way that builds your people’s confidence so that they own and drive the process.

With battle-tested lessons learned from successes and failures in the field, Blue Ocean Shift is critical reading for leaders, managers, and entrepreneurs alike. You’ll learn what works, what doesn’t, and how to avoid the pitfalls along the way. This book will empower you to succeed as you embark on your own blue ocean journey. Blue Ocean Shift is indispensable for anyone committed to building a compelling future.

W. Chan Kim andRenee Mauborgne are Professors of Strategy at INSEAD and Codirectors of the INSEAD Blue Ocean Strategy Institute. They are the authors of the New York Times and #1 Wall Street Journal bestseller Blue Ocean Shift and the international bestseller Blue Ocean Strategy, which is recognized as one of the most iconic and impactful strategy books ever written. Blue Ocean Strategy has sold over 3.6 million copies, is being published in a record-breaking 46 languages, and is a bestseller across five continents. Chan Kim and Renee Mauborgne rank in the top 5 management gurus in the world in the Thinkers50 list, a title they have held for ten straight years, and are the recipients of numerous academic and management awards around the world including the Nobels Colloquia Prize for Leadership on Business and Economic Thinking, the Carl S. Sloane Award by the Association of Management Consulting Firms, the Leadership Hall of Fame by Fast Company, and the Eldridge Haynes Prize by the Academy of International Business, among others. They are Fellows of the World Economic Forum and the founders of the Blue Ocean Global Network.