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.Surname -
A BLUE OCEAN BUSINESS
Companies in the global domain name
business have long engaged in
head-to-head competition in search of sustained, profitable growth.
They have fought for competitive advantage, battled over market
share, and struggled for differentiation. Yet in today's overcrowded
domain name business, competing head-on results in nothing but a bloody "red
ocean" of rivals fighting over a shrinking profit pool. Whilest most
companies compete within such "red oceans", this strategy is
increasingly unlikely to create profitable growth in the future.
For the past 25 years academics and
consultants have developed an impressive array of tools and
frameworks to compete in red oceans, such as the five forces to
analyze existing industry conditions and three generic strategies.
Yet the field has remained virtually silent on practical tools to
excel in "blue oceans". Instead, executives have received calls to be
brave, to celebrate failure, and to seek out revolutionaries. While
thought provoking, these are hardly substitutes for practical
analytics to navigate successfully in blue oceans and in their
absence, executives cannot be expected to act on the call to break
out of existing competition.
A frequent criticism of business
literature is that while big on ideas, it is soft on practical
solutions. How does "Blue Ocean Strategy" differ in this regard?
Indeed, it is one thing to say that there is untapped market space
devoid of any competition, but it is another thing to have practical
tools and methodologies to create "blue oceans".
.Surname will
succeed not by battling competitors, but by creating a "blue oceans"
of uncontested domain name market space ripe for growth. Such strategic
moves-termed value innovation create powerful leaps in value for
both .Surname and its customers, rendering rivals obsolete and
unleashing new demand.
HOMEPAGE
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