Our expert Sviatoslav Бирюлин is a teacher of Russian School of Management, business-consultant, expert on the strategic planning - will tell about that, what such "blue ocean" in understanding of authors. A "blue ocean is a metaphor, that authors use for determination of zones free of high competition. The basic idea of book consists in that most business owners flounder in a "scarlet ocean". So they name the zone of high competition, where it is very difficult to obtain an income. And a "blue ocean" due to a subzero competition allows to earn much" more. We got used to think that a competition is a symbol of healthy business. However with every year she becomes more and more tense, and fight for liking of consumer - more bitter. The authors of book are sure that it is needed to step back aside and to think of something perfect new and non-standard, that business obtained the desired height. The detailed instructions on the leadingout of company from the state of competition stress and concrete methods of creation of span-new business model are presented in "Strategy of blue ocean". This book is translated into 40 languages and published by drawing more than 2 million copies, she was twice included in ten of the best business-books of decade, became the best business-book 2005 year on To the Frankfort bookfair and got the great number of other rewards from authoritative business editions. Listen the project of Russian School of Management "bookshelf", not to drown at-sea business-literature!

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