![]() ![]() The very language of corporate strategy is deeply imbued with military references-chief executive “officers” in “headquarters,” “troops” on the “front lines,” and fighting over a defined battlefield.1 Industrial organization (IO) economics gave formal expression to the prominent importance of competition to firms’ success. Such focus on the competition traces back to corporate strategy’s roots in military strategy. Today, one can hardly speak of strategy without involving the language of competition: competitive strategy, competitive benchmarking, building competitive advantages, and beating the competition. Chan Kim Renée Mauborgne F or twenty-five years, competition has been at the heart of corporate strategy. Chan Kim Renée Mauborgne © 2005 by The Regents of the University of California Blue Ocean Strategy: FROM THEORY TO PRACTICE W. ![]() 3 | R E P R I N T S E R I E S C a l i f o rn ia Management Review Blue Ocean Strategy: From Theory to Practice W. ![]()
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