Value innovation: a leap into the blue ocean

摘要

Head-to-head competition results in nothing but a bloody red ocean as rivals fight over shrinking profits. Success comes not from battling competitors, but from making the competition irrelevant by creating "blue oceans" of uncontested market space. In this case study adapted from their popular book, Blue Ocean Strategy, the authors analyze how an Australian winery established [yellow tail], a drink without snob appeal, as a lead brand.