Blue Ocean Strategy: From Theory to Practice
提出一套分析工具和框架，帮助企业创造未受竞争的新市场空间（蓝海），从而超越竞争、实现繁荣。
The market universe is composed of two types of oceans: red oceans and blue oceans. Red oceans are all the industries in existence today; they are increasingly characterized by intense competition. Blue oceans are all the industries not in existence today; they are untouched and uncontested. To prosper in the future, companies need to go beyond competing; they need to create blue oceans. The issue is how to do so. This article presents a set of analytical tools and frameworks that can enable firms to develop blue ocean strategies.