Cuộc dịch chuyển đại dương xanh : tự tin nắm bắt tăng trưởng bằng cách áp dụng các bước đã được kiểm chứng = Blue ocean shift : beyond competing : proven steps to inspire confidence and seize new growth / W. Chan Kim, Renée Mauborgne ; Huỳnh Hữu Tài dịch.
By: Kim, W. Chan.
Contributor(s): Mauborgne, Renée [author.] | Huỳnh, Hữu Tài [dịch].Material type: BookPublisher: Hà Nội : Lao động Xã hội/AlphaBooks, 2018Description: 344 tr. : bảng, sơ đồ ; 24 cm.ISBN: 9786046534488.Other title: Proven steps to inspire confidence and seize new growth.Subject(s): New products | Market segmentation | Tiếp thị -- Quản lý | Quản lý tiếp thịDDC classification: 658.802
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|658.802 KE-D Chiến lược marketing đỉnh cao =||658.802 KE-R Strategic marketing problems :||658.802 KI-C Chiến lược đại dương xanh :||658.802 KI-W Cuộc dịch chuyển đại dương xanh :||658.802 KI-W Blue ocean strategy :||658.802 KI-W Blue ocean strategy :||658.802 LU-W Chiến lược marketing hoàn hảo =|
Reach beyond the best -- The fundamentals of market-creating strategy -- The mind of a blue ocean strategist -- Humanness, confidence, and creative competence -- Step one: Getting started -- Choosing the right place to start -- Constructing the right blue ocean team -- Step two: Understand where you are now -- Getting clear about the current state of play -- Step three: Imagine where you could be -- Uncovering the hidden pain points that limit the size of your industry -- Discovering an ocean of noncustomers -- Step four: Find how you get there -- Reconstructing market boundaries, systematically -- Developing alternative blue ocean opportunities -- Step five: Make your move -- Selecting your blue ocean move and conducting rapid market tests -- Finalizing and launching your blue ocean move -- Epilogue: A national blue ocean shift in action.
Following up on 2015's Blue Ocean Strategy, Drs. W. Chan Kim and Renée Mauborgne show you how to move beyond competing, inspire your people's confidence, and seize new growth. They guide you step-by-step through taking 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, Kim and Mauborgne deliver a 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. 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.