And why it’s so important to know who your non-customers are and include them in your market research. ![]() They discuss what specifically can go wrong when you try to implement blue ocean strategy, including the common traps managers fall into. And that creates the failure,” Mauborgne explains. ![]() “What we’ve found is that managers’ existing mental models, the assumptions about what works in competing in existing industry space - they often apply to their efforts to create new markets. But its co-creator Renée Mauborgne, a professor of strategy and management at INSEAD, tells IdeaCast host Sarah Green Carmichael that it’s not a guaranteed win. Blue ocean strategy is a landmark business idea – first introduced in 2004 in an HBR article.
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