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Description
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Every company wants to achieve growth and profitability and creating entirely new markets for your products is one of the best ways to do so. In looking at the success of the book Blue Ocean Strategy, it's easy to see that there is a huge audience of executives looking for new ideas, new markets, and new business models. But many established companies fail in their efforts to move into these new markets eg-- Delta Airlines' "Song" that was meant to compete with Southwest Airlines. Drawing on both the successes and failures of new business models from industries as diverse as retailing, automobile production, banking, life insurance and airlines, strategy expert Costas Markides provides executives with a guide to understanding what it takes for an established industry to break into a new market successfully.
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