Estrategia Oceano Azul Oceano Rojo Blue Ocean Red Ocean Strategy

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Estrategia océano azul, océano rojo / Blue Ocean, Red Ocean Strategy

Author : KIM W. CHAN
Publisher : National Geographic Books
ISBN 13 : 8416883254
Total Pages : 0 pages
Book Rating : 4.4/5 (168 download)

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Book Synopsis Estrategia océano azul, océano rojo / Blue Ocean, Red Ocean Strategy by : KIM W. CHAN

Download or read book Estrategia océano azul, océano rojo / Blue Ocean, Red Ocean Strategy written by KIM W. CHAN and published by National Geographic Books. This book was released on 2018-07-31 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Océano Azul, Océano Rojo de W. Chan Kim y Renée Mauborgne es un volumen de la colección «Imprescindibles» de Conecta, que reúne las ideas esenciales para el profesional y la empresa de hoy por los autores de referencia. --Edición en colaboración con Harvard Business Review-- Solo un 30 por ciento de los empleados aplican activamente su talento y energía para hacer avanzar a sus organizaciones. El 50 por ciento se limita a pasar el tiempo, mientras que el 20 por ciento restante manifiesta su descontento de maneras contraproducentes. Y una de las principales causas de la falta de compromiso es un mal liderazgo. W. Chan Kim y Renée Mauborgne se inspiran en su célebre estrategia del «Océano Azul» y la aplican para ayudar a los líderes a liberar de manera rápida y económica el talento y la energía no explotados en sus organizaciones. Y ante la necesidad de crear nuevos mercados para obtener un triunfo a largo plazo, abordan los modelos mentales -que tienen su origen en suposiciones sobre el marketing, la innovación tecnológica, ladisrupción creativa o las estrategias competitivas- que anclan a los directivos en «Océanos Rojos», espacios abarrotados en los que las empresas libran una batalla encarnizada por su cuota de mercado. Los «Imprescindibles» de Conecta, en colaboración con Harvard Business Review, permiten acceder a las grandes ideas de los autores de referencia que inspiran a directivos y profesionales. Este volumen reúne los textos «El liderazgo Océano Azul» y «Trampas del Océano Rojo» de W. Chan Kim y Renée Mauborgne, profesores de INSEAD y autores de La estrategia del Océano Azul. ENGLISH DESCRIPTION Blue Ocean, Red Ocean by W. Chan Kim and Renée Mauborgne is one volume from the “Essentials” collection by Conecta, which compiles essential ideas by key authors for modern businesses and professionals. —Edition in collaboration with the Harvard Business Review— Just 30% of employees actively apply their talent and energy in order to advance their organizations. 50% limit themselves to just passing the time, while the remaining 20% show their dissatisfaction in counterproductive ways. And one of the main causes of the lack of commitment is poor leadership. W. Chan Kim and Renée Mauborgne are inspired in their famous “Blue Ocean” strategy and apply it to help leaders to quickly and economically unleash unused talent and energy in their organizations. Faced with the need to create new markets for triumphing in the long run, they tackle the mental models—which have their origins in marketing, technological innovation, creative disruption, and competitive strategies—that anchor executives in “Red Oceans,” crowded spaces in which businesses put up an intense fight for their market shares. The “Essentials” by Conecta, in collaboration with the Harvard Business Review, give access to the great ideas of key authors to inspire managers and professionals. This volume contains “Blue Ocean Leadership” and “Traps in the Red Ocean” by W. Chan Kim and Renée Mauborgne, professors of INSEAD and authors of Blue Ocean Strategy.

El concepto de la estrategia del océano azul

Author : 50Minutos,
Publisher : 50Minutos.es
ISBN 13 : 2806274494
Total Pages : 30 pages
Book Rating : 4.8/5 (62 download)

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Book Synopsis El concepto de la estrategia del océano azul by : 50Minutos,

Download or read book El concepto de la estrategia del océano azul written by 50Minutos, and published by 50Minutos.es. This book was released on 2016-04-11 with total page 30 pages. Available in PDF, EPUB and Kindle. Book excerpt: Las claves de la estrategia de éxito empresarial para innovar y superar a la competencia Este libro es una guía práctica y accesible para entender y aplicar el concepto de la estrategia del océano azul, que le aportará la información esencial y le permitirá ganar tiempo. En tan solo 50 minutos, este libro le permitirá: Mejorar el éxito de su empresaAumentar su rendimiento con la distinción de los dos tipos de mercado: océanos azules y océanos rojosDescubrir cómo poner en práctica la innovación y la creación de mercado Este libro ofrece un resumen y un análisis del concepto de la estrategia del océano azul, desarrollada originalmente por Renée Mauborgne y W. Chan Kim. SOBRE 50MINUTOS.ES | Economía y empresa 50MINUTOS.ES le ofrece las claves para entender rápidamente las principales teorías y conceptos que rigen el mundo económico actual. Nuestras obras combinan teoría, estudios de caso y múltiples ejemplos prácticos para que amplíe sus competencias y conocimientos sin perder tiempo. ¡Descubra en un tiempo récord las claves para el éxito de su negocio!

Red Ocean Traps (Harvard Business Review Classics)

Author : W. Chan Kim
Publisher : Harvard Business Review Press
ISBN 13 : 1633692671
Total Pages : 25 pages
Book Rating : 4.6/5 (336 download)

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Book Synopsis Red Ocean Traps (Harvard Business Review Classics) by : W. Chan Kim

Download or read book Red Ocean Traps (Harvard Business Review Classics) written by W. Chan Kim and published by Harvard Business Review Press. This book was released on 2017-05-30 with total page 25 pages. Available in PDF, EPUB and Kindle. Book excerpt: As established markets become less profitable, companies increasingly need to find ways to create and capture new markets. Despite much investment and commitment, most firms struggle to do this. What, exactly, is getting in their way? World-renowned professors W. Chan Kim and Renee Mauborgne, the authors of the best-selling book Blue Ocean Strategy have spent over a decade exploring that question. They have seen that the trouble lies in managers' mental models--ingrained assumptions and theories about the way the world works. Though these models may work perfectly well in mature markets, they undermine executives' attempts to discover uncontested new spaces with ample potential (blue oceans) and keep companies firmly anchored in existing spaces where competition is bloody (red oceans). In this bound version of their bestselling Harvard Business Review classic article, they describe how to break free of these red ocean traps. To do that, managers need to: (1) Focus on attracting new customers, not pleasing current customers; (2) Worry less about segmentation and more about what different segments have in common; (3) Understand that market creation is not synonymous with either technological innovation or creative destruction; and (3) Stop focusing on premium versus low-cost strategies. The Harvard Business Review Classics series offers you the opportunity to make seminal Harvard Business Review articles a part of your permanent management library. Each highly readable volume contains a groundbreaking idea that continues to shape best practices and inspire countless managers around the world--and will have a direct impact on you today and for years to come.

Blue Ocean Shift

Author : W. Chan Kim
Publisher : Hachette Books
ISBN 13 : 0316314056
Total Pages : 286 pages
Book Rating : 4.3/5 (163 download)

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Book Synopsis Blue Ocean Shift by : W. Chan Kim

Download or read book Blue Ocean Shift written by W. Chan Kim and published by Hachette Books. This book was released on 2017-09-26 with total page 286 pages. Available in PDF, EPUB and Kindle. Book excerpt: NEW YORK TIMES BESTSELLER #1 WALL STREET JOURNAL BESTSELLER Blue Ocean Shift is the essential follow up to Blue Ocean Strategy, the classic and over 4 million copy global bestseller by world-renowned professors W. Chan Kim and Renee Mauborgne. Drawing on more than a decade of new work, Kim and Mauborgne show you how to move beyond competing, inspire your people's confidence, and seize new growth, guiding you step-by-step through how to take your organization from a red ocean crowded with competition to a blue ocean of uncontested market space. By combining the insights of human psychology with practical market-creating tools and real-world guidance, Kim and Mauborgne deliver the definitive guide to shift yourself, your team, or your organization to new heights of confidence, market creation, and growth. They show why nondisruptive creation is as important as disruption in seizing new growth. Blue Ocean Shift is packed with all-new research and examples of how leaders in diverse industries and organizations made the shift and created new markets by applying the process and tools outlined in the book. Whether you are a cash-strapped startup or a large, established company, nonprofit or national government, you will learn how to move from red to blue oceans in a way that builds your people's confidence so that they own and drive the process. With battle-tested lessons learned from successes and failures in the field, Blue Ocean Shift is critical reading for leaders, managers, and entrepreneurs alike. You'll learn what works, what doesn't, and how to avoid the pitfalls along the way. This book will empower you to succeed as you embark on your own blue ocean journey. Blue Ocean Shift is indispensable for anyone committed to building a compelling future.

Blue Ocean Leadership (Harvard Business Review Classics)

Author : W. Chan Kim
Publisher : Harvard Business Review Press
ISBN 13 : 1633692655
Total Pages : 32 pages
Book Rating : 4.6/5 (336 download)

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Book Synopsis Blue Ocean Leadership (Harvard Business Review Classics) by : W. Chan Kim

Download or read book Blue Ocean Leadership (Harvard Business Review Classics) written by W. Chan Kim and published by Harvard Business Review Press. This book was released on 2017-05-30 with total page 32 pages. Available in PDF, EPUB and Kindle. Book excerpt: Ten years ago, world-renowned professors W. Chan Kim and Renee Mauborgne broke ground by introducing "blue ocean strategy," a new model for discovering uncontested markets that are ripe for growth. In this bound version of their bestselling Harvard Business Review classic article, they apply their concepts and tools to what is perhaps the greatest challenge of leadership: closing the gulf between the potential and the realized talent and energy of employees. Research indicates that this gulf is vast: According to Gallup, 70% of workers are disengaged from their jobs. If companies could find a way to convert them into engaged employees, the results could be transformative. The trouble is, managers lack a clear understanding of what changes they could make to bring out the best in everyone. In this article, Kim and Mauborgne offer a solution to that problem: a systematic approach to uncovering, at each level of the organization, which leadership acts and activities will inspire employees to give their all, and a process for getting managers throughout the company to start doing them. Blue ocean leadership works because the managers' "customers"--that is, the people managers oversee and report to--are involved in identifying what's effective and what isn't. Moreover, the approach doesn't require leaders to alter who they are, just to undertake a different set of tasks. And that kind of change is much easier to implement and track than changes to values and mind-sets. The Harvard Business Review Classics series offers you the opportunity to make seminal Harvard Business Review articles a part of your permanent management library. Each highly readable volume contains a groundbreaking idea that continues to shape best practices and inspire countless managers around the world--and will have a direct impact on you today and for years to come.

Ports and Networks

Author : Harry Geerlings
Publisher : Routledge
ISBN 13 : 1317077717
Total Pages : 384 pages
Book Rating : 4.3/5 (17 download)

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Book Synopsis Ports and Networks by : Harry Geerlings

Download or read book Ports and Networks written by Harry Geerlings and published by Routledge. This book was released on 2017-08-22 with total page 384 pages. Available in PDF, EPUB and Kindle. Book excerpt: Written by leading experts in the field, this book offers an introduction to recent developments in port and hinterland strategies, operations and related specializations. The book begins with a broad overview of port definitions, concepts and the role of ports in global supply chains, and an examination of strategic topics such as port management, governance, performance, hinterlands and the port-city relationship. The second part of the book examines operational aspects of maritime, port and land networks. A range of topics are explored, such as liner networks, finance and business models, port-industrial clusters, container terminals, intermodality/synchromodality, handling and warehousing. The final section of the book provides insights into key issues of port development and management, from security, sustainability, innovation strategies, transition management and labour issues. Drawing on a variety of global case studies, theoretical insights are supplemented with real world and best practice examples, this book will be of interest to advanced undergraduates, postgraduates, scholars and professionals interested in maritime studies, transport studies, economics and geography.

European Port Cities in Transition

Author : Angela Carpenter
Publisher : Springer Nature
ISBN 13 : 303036464X
Total Pages : 355 pages
Book Rating : 4.0/5 (33 download)

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Book Synopsis European Port Cities in Transition by : Angela Carpenter

Download or read book European Port Cities in Transition written by Angela Carpenter and published by Springer Nature. This book was released on 2020-01-22 with total page 355 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seaports, as part of urban centers, play a major role in the cultural, social and economic life of the cities in which they are located, and through the links they provide to the outside world. Port-cities in Europe have faced significant change, first with the loss of heavy industry, emergence of Eastern European democracies, and the widening of the European Community (now European Union) during the second half of the twentieth century, and more recently through drivers to change including the global Sustainable Development Agenda and the European Union Circular Economy Agenda. This book examines the role of modern seaports in Europe and consider how port-cities are responding to these major drivers for change. It discusses the broad issues facing European Sea Ports, including port life cycles, spatial planning, and societal integration. May 2019 saw the 200th anniversary of the first steam ship to cross the Atlantic between the US and England, and it is just over 60 years since the invention of the modern intermodal shipping container – both drivers of change in the maritime and ports industry. Increasing movements of people, e.g. through low cost cruises to port cities, can play a major role in changing the nature of such a city and impact on the lives of the people living there. This book brings together original research by both long-standing and younger scholars from multiple disciplines and builds upon the wider discourse about sea ports, port cities, and sustainability.

Ports, Cities, and Global Supply Chains

Author : James Wang
Publisher : Routledge
ISBN 13 : 1351909851
Total Pages : 303 pages
Book Rating : 4.3/5 (519 download)

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Book Synopsis Ports, Cities, and Global Supply Chains by : James Wang

Download or read book Ports, Cities, and Global Supply Chains written by James Wang and published by Routledge. This book was released on 2017-03-02 with total page 303 pages. Available in PDF, EPUB and Kindle. Book excerpt: Global trends in policy and technology related fields are rapidly reshaping the port industry worldwide. International in scope, this volume provides multidisciplinary insights into the role port cities adopt in dealing with global supply chains. Throughout the book, concepts of strategic management, supply chain management, port and transport economics and economic and transport geography are applied to offer an in-depth understanding of the processes underlying global supply chains and associated spatial and functional dynamics in port-cities. The book also discusses policy outcomes and implications relevant to port-cities positioned in different segments of global supply chains.

A Frequency Dictionary of Spanish

Author : Mark Davies
Publisher : Routledge
ISBN 13 : 1134874537
Total Pages : 1457 pages
Book Rating : 4.1/5 (348 download)

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Book Synopsis A Frequency Dictionary of Spanish by : Mark Davies

Download or read book A Frequency Dictionary of Spanish written by Mark Davies and published by Routledge. This book was released on 2017-12-12 with total page 1457 pages. Available in PDF, EPUB and Kindle. Book excerpt: A Frequency Dictionary of Spanish has been fully revised and updated, including over 500 new entries, making it an invaluable resource for students of Spanish. Based on a new web-based corpus containing more than 2 billion words collected from 21 Spanish-speaking countries, the second edition of A Frequency Dictionary of Spanish provides the most expansive and up-to-date guidelines on Spanish vocabulary. Each entry is accompanied with an illustrative example and full English translation. The Dictionary provides a rich resource for language teaching and curriculum design, while a separate CD version provides the full text in a tab-delimited format ideally suited for use by corpus and computational linguistics. With entries arranged both by frequency and alphabetically, A Frequency Dictionary of Spanish enables students of all levels to get the most out of their study of vocabulary in an engaging and efficient way.

Mexican Pulp Art

Author :
Publisher :
ISBN 13 : 9781932595222
Total Pages : 0 pages
Book Rating : 4.5/5 (952 download)

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Book Synopsis Mexican Pulp Art by :

Download or read book Mexican Pulp Art written by and published by . This book was released on 2007 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: The lurid cover art of Mexican pulp novels are a pop culture revelation. Here, never before collected, are the often surreal and psychedelic images of extraterrestrials, robots, dinosaurs, dastardly killers, Zorro, Santo and many other icons from stories of suspense, mystery, romance and the supernatural. Presents the most striking examples of this sensational art form of the 1960s and 1970s.

Climatic and Environmental History of Isla de los Estados, Argentina

Author : Juan Federico Ponce
Publisher : Springer
ISBN 13 : 9789400743625
Total Pages : 0 pages
Book Rating : 4.7/5 (436 download)

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Book Synopsis Climatic and Environmental History of Isla de los Estados, Argentina by : Juan Federico Ponce

Download or read book Climatic and Environmental History of Isla de los Estados, Argentina written by Juan Federico Ponce and published by Springer. This book was released on 2013-07-24 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is the result of ten years’ of scientific research carried out by the authors on Isla de los Estados. The research includes their doctoral thesis and many published scientific papers related to the island. The book is divided into two principal parts. The first part covers different social and natural aspects of this remote island and includes chapters on the scientific and historical background, physiography with topographical and hydrographical descriptions, climate and oceanographic circulation, vegetation and geology (including stratigraphy, structural geology and geological history). The second part comprises a reconstruction of the paleoenvironmental, paleoclimatic and paleogeographic history of the island from the Last Glacial Maximum to the present, correlating with other paleoecological records from the southern part of Isla Grande de Tierra del Fuego and Patagonia. This second part also includes a geomorphological chapter with a characterization of the principal erosive glacial landforms on Isla de los Estados constructed by means of morphometric analysis, inventories, maps, paleogeographic and glacial models, and a paleoecological chapter evaluating the palaeoenvironment and palaeoclimatic conditions that prevailed during the Late Pleistocene-Holocene times based on pollen and diatom analysis from three 14C-dated peat bogs and lakes. Finally, the book concludes with a review of the island’s archaeology and the relationship between the palaeoenvironmental history and human occupation of this island.

Applied Biomechatronics Using Mathematical Models

Author : Jorge Garza Ulloa
Publisher : Academic Press
ISBN 13 : 0128125950
Total Pages : 664 pages
Book Rating : 4.1/5 (281 download)

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Book Synopsis Applied Biomechatronics Using Mathematical Models by : Jorge Garza Ulloa

Download or read book Applied Biomechatronics Using Mathematical Models written by Jorge Garza Ulloa and published by Academic Press. This book was released on 2018-06-16 with total page 664 pages. Available in PDF, EPUB and Kindle. Book excerpt: Applied Biomechatronics Using Mathematical Models provides an appropriate methodology to detect and measure diseases and injuries relating to human kinematics and kinetics. It features mathematical models that, when applied to engineering principles and techniques in the medical field, can be used in assistive devices that work with bodily signals. The use of data in the kinematics and kinetics analysis of the human body, including musculoskeletal kinetics and joints and their relationship to the central nervous system (CNS) is covered, helping users understand how the complex network of symbiotic systems in the skeletal and muscular system work together to allow movement controlled by the CNS. With the use of appropriate electronic sensors at specific areas connected to bio-instruments, we can obtain enough information to create a mathematical model for assistive devices by analyzing the kinematics and kinetics of the human body. The mathematical models developed in this book can provide more effective devices for use in aiding and improving the function of the body in relation to a variety of injuries and diseases. - Focuses on the mathematical modeling of human kinematics and kinetics - Teaches users how to obtain faster results with these mathematical models - Includes a companion website with additional content that presents MATLAB examples

The Leatherback Turtle

Author : James R. Spotila
Publisher : JHU Press
ISBN 13 : 142141709X
Total Pages : 246 pages
Book Rating : 4.4/5 (214 download)

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Book Synopsis The Leatherback Turtle by : James R. Spotila

Download or read book The Leatherback Turtle written by James R. Spotila and published by JHU Press. This book was released on 2015-10-30 with total page 246 pages. Available in PDF, EPUB and Kindle. Book excerpt: The most comprehensive book ever written on leatherback sea turtles. Weighing as much as 2,000 pounds and reaching lengths of over seven feet, leatherback turtles are the world’s largest reptile. These unusual sea turtles have a thick, pliable shell that helps them to withstand great depths—they can swim more than one thousand meters below the surface in search of food. And what food source sustains these goliaths? Their diet consists almost exclusively of jellyfish, a meal they crisscross the oceans to find. Leatherbacks have been declining in recent decades, and some predict they will be gone by the end of this century. Why? Because of two primary factors: human redevelopment of nesting beaches and commercial fishing. There are only twenty-nine index beaches in the world where these turtles nest, and there is immense pressure to develop most of them into homes or resorts. At the same time, longline and gill net fisheries continue to overwhelm waters frequented by leatherbacks. In The Leatherback Turtle, James R. Spotila and Pilar Santidrián Tomillo bring together the world’s leading experts to produce a volume that reveals the biology of the leatherback while putting a spotlight on the conservation problems and solutions related to the species. The book leaves us with options: embark on the conservation strategy laid out within its pages and save one of nature’s most splendid creations, or watch yet another magnificent species disappear.

Teaching-and-learning Language-and-culture

Author : Michael Byram
Publisher : Multilingual Matters
ISBN 13 : 9781853592119
Total Pages : 236 pages
Book Rating : 4.5/5 (921 download)

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Book Synopsis Teaching-and-learning Language-and-culture by : Michael Byram

Download or read book Teaching-and-learning Language-and-culture written by Michael Byram and published by Multilingual Matters. This book was released on 1994-01-01 with total page 236 pages. Available in PDF, EPUB and Kindle. Book excerpt: Offers some theoretical innovations in teaching foreign languages and reports how they have been applied to curriculum development and experimental courses at the upper secondary and college levels. Approaches language learning as comprising several dimensions, including grammatical competence, change in attitudes, learning about another culture, and reflecting on one's own. Annotation copyright by Book News, Inc., Portland, OR

Connectivity Conservation

Author : Kevin R. Crooks
Publisher : Cambridge University Press
ISBN 13 : 113946020X
Total Pages : 675 pages
Book Rating : 4.1/5 (394 download)

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Book Synopsis Connectivity Conservation by : Kevin R. Crooks

Download or read book Connectivity Conservation written by Kevin R. Crooks and published by Cambridge University Press. This book was released on 2006-11-02 with total page 675 pages. Available in PDF, EPUB and Kindle. Book excerpt: One of the biggest threats to the survival of many plant and animal species is the destruction or fragmentation of their natural habitats. The conservation of landscape connections, where animals, plants, and ecological processes can move freely from one habitat to another, is therefore an essential part of any new conservation or environmental protection plan. In practice, however, maintaining, creating, and protecting connectivity in our increasingly dissected world is a daunting challenge. This fascinating volume provides a synthesis on the current status and literature of connectivity conservation research and implementation. It shows the challenges involved in applying existing knowledge to real-world examples and highlights areas in need of further study. Containing contributions from leading scientists and practitioners, this topical and thought-provoking volume will be essential reading for graduate students, researchers, and practitioners working in conservation biology and natural resource management.

Small-scale Fisheries Management

Author : Robert S. Pomeroy
Publisher : CABI
ISBN 13 : 1845936086
Total Pages : 259 pages
Book Rating : 4.8/5 (459 download)

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Book Synopsis Small-scale Fisheries Management by : Robert S. Pomeroy

Download or read book Small-scale Fisheries Management written by Robert S. Pomeroy and published by CABI. This book was released on 2011 with total page 259 pages. Available in PDF, EPUB and Kindle. Book excerpt: Small-scale fisheries make up a large proportion of world's fisheries, both by catch and participation. Effective management is essential to ensure access to fish for food and income. Covering social and economic aspects of the fishery management and governance challenge, this book provides guidance on innovative and alternative management measures and methods for small-scale fisheries. The book covers key topics such as rights, policy, co-management, communications and trade, and is an important reference for researchers and students in fisheries science and management as well as fisheries re.

Océano azul, océano rojo (Imprescindibles)

Author : W. Chan Kim
Publisher : CONECTA
ISBN 13 : 8416883335
Total Pages : 61 pages
Book Rating : 4.4/5 (168 download)

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Book Synopsis Océano azul, océano rojo (Imprescindibles) by : W. Chan Kim

Download or read book Océano azul, océano rojo (Imprescindibles) written by W. Chan Kim and published by CONECTA. This book was released on 2018-03-22 with total page 61 pages. Available in PDF, EPUB and Kindle. Book excerpt: Océano Azul, océano rojo de W. Chan Kim y Renée Mauborgne es un volumen de la colección «Imprescindibles» de Conecta, que reúne las ideas esenciales para el profesional y la empresa de hoy por los autores de referencia. --Edición en colaboración con Harvard Business Review-- Solo un 30 por ciento de los empleados aplican activamente su talento y energía para hacer avanzar a sus organizaciones. El 50 por ciento se limita a pasar el tiempo, mientras que el 20 por ciento restante manifiesta su descontento de maneras contraproducentes. Y una de las principales causas de la falta de compromiso es un mal liderazgo. W. Chan Kim y Renée Mauborgne se inspiran en su célebre estrategia del «Océano Azul» y la aplican para ayudar a los líderes a liberar de manera rápida y económica el talento y la energía no explotados en sus organizaciones. Y ante la necesidad de crear nuevos mercados para obtener un triunfo a largo plazo, abordan los modelos mentales -que tienen su origen en suposiciones sobre el marketing, la innovación tecnológica, la disrupción creativa o las estrategias competitivas- que anclan a los directivos en «Océanos Rojos», espacios abarrotados en los que las empresas libran una batalla encarnizada por su cuota de mercado. Los «Imprescindibles» de Conecta, en colaboración con Harvard Business Review, permiten acceder a las grandes ideas de los autores de referencia que inspiran a directivos y profesionales. Este volumen reúne los textos «El liderazgo Océano Azul» y «Trampas del Océano Rojo» de W. Chan Kim y RenéeMauborgne, profesores de INSEAD y autores de La estrategia del Océano Azul.