內容簡介
內容簡介 全球經典暢銷作《藍海策略》續集！全球暢銷三百六十萬冊、翻譯為四十四種語言的《藍海策略》歐洲工商管理學院教授金偉燦與莫伯尼再度聯手2005年，攻佔暢銷書排行榜超過一百週的《藍海策略》，永遠改變了國際商業景觀。在超過十年的研究後，作者已經準備好開啟新對話，集結超過十年的研究成果，來自各產業與組織領導者採用藍海策略的過程與技巧，帶來轉移與開創新市場的例證，教您如何走出競爭，激發自信心、緊抓新增長，帶領企業從競爭廝殺的紅海，到自闢沒有競爭的藍海市場，將團隊與組織轉移至新的高度！ 即使許多領導者與經理人採用藍海策略，也重新思索商業策略，卻仍發現自己陷於紅海、停滯不前，不知道該如何轉移至藍海，也常必須使團隊成員接受與產業長期採用的準則相違背的新策略。企業家尋求可遵循、有系統的過程與方式，以最低風險轉移至藍海。在《Blue Ocean Shift》中，作者直接面對企業遭遇的新挑戰，分析與比較全球採用藍海策略的成功與失敗例證，了解開拓新市場與成長的過程，解放您的創意、讓您帶著自信行動。藉由有系統的五個步驟，教您從找出正確的出發點到建立最佳團隊，提供開創市場的技巧，然後協助您重新想像市場邊界，選擇屬於您的藍海策略，最後提供測試藍海策略是否可行的方式，是有志開創繁榮未來的經理人不可或缺的著作。在本書中您將會學到：．為什麼專注於競爭會失去重大成長機會、如何讓思考超越競爭的策略．為什麼將創造性破壞與擾亂視為創新的來源有侷限、如何藉由非破壞性的創造成長．來自任何組織的任何人、而不是只有企業家，如何藉由本書系統性的五個步驟，從紅海轉移至藍海．為什麼自信心對於創造與執行成長策略為不可或缺、如何建立策略．為什麼不能根據環境與產業的狀況建立成長策略、如何以利於成長的方式塑造策略不管是資金不足的新創產業或是發展完善的大企業，不管是非營利組織或政府組織，您都能從由紅海轉移到藍海的例子中建立信心、進而帶來成長。本書是融合人類心理學與實用市場開創技巧的指引，涵括商業界成功與失敗的實際例證，您將會學習到各種技巧，並在過程中避免落入隱藏的危險，是領導者、經理人與企業家必讀的著作！BLUE OCEAN SHIFT is the essential follow up to Blue Ocean Strategy, the classic and 3.6 million copy global bestseller by world-renowned professors Chan Kim and Renée Mauborgne.Drawing on more than a decade of new work, Kim and Mauborgne show you how to move beyond competing, inspire your people's confidence, and seize new growth, guiding you step-by-step through how to take 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 and real-world guidance, Kim and Mauborgne deliver the definitive guide to shift yourself, your team, or your organization to new heights of confidence, market creation, and growth.BLUE OCEAN SHIFT is packed with all-new research and examples of how leaders in diverse industries and organizations made the shift and created new markets by applying the process and tools outlined in the book. 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.With battle-tested lessons learned from successes and failures in the field, BLUE OCEAN SHIFT is critical reading for leaders, managers, and entrepreneurs alike. You'll learn what works, what doesn't, and how to avoid the pitfalls along the way. This book will empower you to succeed as you embark on your own blue ocean journey. BLUE OCEAN SHIFT is indispensable for anyone committed to building a compelling future.
