Buku “Harvard Business Review Classics: Red Ocean Traps” yang ditulis oleh W. Chan Kim dan Renee Mauborgne ini mengupas tentang berbagai cara untuk menghindari terjebak di pasar lama, atau yang dikenal dengan istilah “red ocean traps”, dan menciptakan pasar baru. Selain Red Ocean Traps, seri Harvard Business Review Classics juga terbit dalam beberapa judul lain, seperti Leadership That Gets Results dan The Theory of The Business. Setiap volume berisi ide inovatif yang terus membentuk praktik terbaik dan menginspirasi banyak manajer di seluruh dunia. Koleksi semua volumenya dan perkaya wawasan tentang bisnis. Sinopsis Buku Since 1922, Harvard Business Review has been a leading source of breakthrough ideas in management practice. The Harvard Business Review Classics series now offers you the opportunity to make these seminal pieces a part of your permanent management library. Each highly readable volume contains a groundbreaking idea that continues to shape best practices and inspire countless managers around the world. Competing in existing markets is growing less profitable, so companies must find ways to create new markets. But despite much investment and commitment, companies find it extraordinarily difficult to establish new market spaces. Instead, they get caught in Red Ocean Traps. Bestselling authors W. Chan Kim and Renee Mauborgne argue that to avoid being trapped in old markets and to find their Blue Oceans, executives need to: Focus on attracting new customers Worry less about segmentation Understand that market creation is not synonymous with either technological innovation or creative destruction. Stop focusing on premium versus low-cost strategies.