WHERE IS OUR BLUE OCEAN USTA?

BY Javier Palenque

In my many consulting assignments, there is a book I always recommend to owners of established companies that are now in the declining phase of their businesses (like the USTA).

The name of the book is “The Blue Ocean Strategy” written by W. Chan Kim and Renee Mauborgne, professors at INSEAD, back in 2004. This is one of the books I would make required reading in week…