Business View Magazine | March 2019

10 OPENING LINES RENOWNED GLOBAL STRATEGY EXPERTS DISPEL MYTH THAT INNOVATION MUST BE DISRUPTIVE AND OFFER ALTERNATIVE PATH TO GROWTH W . Chan Kim and Renée Mauborgne, preeminent management strate- gists and best-selling authors of Blue Ocean Strategy and Blue Ocean Shift, explain how companies can innovate and expand markets without destroying existing businesses and industries. In recent years, disruption has become the bat- tle cry of business, and disruption has become synonymous with innovation. Corporate lead- ers are continually warned that the only way to survive, succeed, and grow is to disrupt their industries or even their own companies. Yet, too often disruption imposes a painful trade- W. Chan Kim and Renee Mauborgne