Author: Prof. Sanjay Saxena

Traditionally, businesses aim to beat rivals and gain more market share. Nowadays, market spaces have become overcrowded, and trade barriers are falling, which means monopoly or niche markets are disappearing, existing markets are becoming less profitable, and differentiation or low-cost strategies are becoming more difficult. Also, under a traditional strategic mindset, it is tough to adopt differentiation and low-cost strategies simultaneously. To sustain in overcrowded markets, and outperform competitors, it is imperative for businesses to create uncontested market space and develop new demand for their products or services. The solution lies in developing and implementing a blue ocean strategy. In this book, we will discuss how a business can create new demand and uncontested market space with the help of the blue ocean strategy.