BLUE OCEAN STRATEGY - proposed by INSEAD professors Renee Mauborgne and W Chan Kim in their best selling book by the same name.
The book urges companies to stop benchmarking competition and start creating new and uncontested markets, eventually making rivals obselete. This can be the survival strategy for companies in the time of meltdown.
examples: IPL created a whole new experience out of an age old game.
Ringtones is a multi-billion dollar industry now.
Business of Social Networking sites.
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