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Publisher's Summary

Head-to-head competition can only get you a larger piece of an existing pie. To break free from the pack and stake out new ground requires a different competitive mind-set and a systematic way of looking for opportunities. This article, which originally appeared in the January-February 1999 Harvard Business Review, is offered in audio form exclusively through Audible.
Want to sharpen your leadership skills with previous editions of the Harvard Management Update? You can find past issues from 1997 to the present by clicking on matching edition under periodicals.

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A good read for Marketers

As a MBA student who aims to get into marketing, this article is just a classic.

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A Blue Ocean primer

If you've read Blue Ocean Strategy, there is no need to listen to this. Otherwise, great info as in the book.