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Blue Ocean Strategy, Expanded Edition: How to Create Uncontested Market Space and Make the Competition Irrelevant by Renee Mauborgne, W. Chan Kim

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APPENDIX Aimage

A Sketch of the Historical Pattern of Blue Ocean Creation

AT THE RISK OF OVERSIMPLIFICATION, here we present a snapshot overview of the history of three American industries—automobiles, computers, and movie theaters—from the perspective of major product and service offerings that opened new market space and generated significant new demand. This review, which spans the start of these industries until roughly 2005, intends to be neither comprehensive in its coverage nor exhaustive in its content. Its aim is limited to identifying the common strategic elements across key blue ocean offerings. US industries are chosen here because they ...

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