Red ocean traps

• Autores: W. Chan Kim, Renée A. Mauborgne
• Localización: Harvard business review, ISSN 0017-8012, Vol. 93, Nº 3, 2015
• Idioma: inglés
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• Dialnet Métricas: 1 Cita
• Resumen

  • The article notes the importance to firms of creating new markets for their products and services, and discusses several beliefs that undermine this goal. The authors say firms err when they focus new initiatives on existing customers instead of noncustomers. They cite wine producer Yellow Tail and coffeehouse chain Starbucks as examples of companies that created new markets without relying on technological innovation. It is also argued that creating new markets does not require the creative destruction of existing ones