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In this provocative book, the authors challenge everything we thought we knew about business strategy.
Based on a study of 150 strategic moves over a period that spans more than 100 years and covers thirty industries, they argue that the leading businesses of the future will succeed not by competing with their rivals, but by creating "blue oceans" of uncontested market space that are ripe for growth.
These strategic moves, referred to as "value innovations," create distinct value for both the company and buyers, leaving competitors behind and unlocking new demand.
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