Using the Blue Ocean Strategy for Profitable Growth

December 2008
by Linda Carlson

« Back to Independent Articles

Using the Blue Ocean Strategy for Profitable Growth

by Linda Carlson

How can publishers grow—and grow profitably? By focusing on people who don’t buy books: by creating what these people need but can’t currently get, or by making them want something that neither you nor your competitors are currently selling.

That’s the conclusion of W. Chan Kim and Renee Mauborgne, based near Paris at the French graduate business school INSEAD and authors of Blue Ocean Strategy, a bestseller from Harvard Business Press. Erin Brown, director of marketing and publicity, reports that the book has sold more than 1 million copies worldwide, in more than two dozen languages, and that “it is our fastest-selling title ever.”

Too many companies—of all kinds—engage in head-to-head competition within their industry, the authors say; in a world where supply almost always exceeds demand, too many of us are fighting for a “shrinking profit pool.”

Kim and Mauborgne were not available for interviews, but BlueOceanStrategy.com points out that most of us market hardest to our company’s, or at least our industry’s, existing customers. This strategy, they observe, may lead to greater tailoring of products. “As companies compete to embrace customer preferences throug…IBPA Members – Click here to view the full article (login required).

Join Today!

« Back to Independent Articles

How to Get Involved!
Marketing Opportunities

From mailings to exhibits, see how IBPA's marketing programs help you grow your sales.

Educational Opportunities

Attend a seminar, ask an expert, and get more free advice with our educational programs.

Become a member

Access exclusive members-only benefits starting at just $10.