Blue Ocean Strategy Innovation Mauborgne Porter 
Harvard Business Review
MAY 12, 2015
It was this received opinion Michael Porter was questioning when, in 1979, he mapped out four additional competitive forces in “ How Competitive Forces Shape Strategy.” Strategies for staying ahead. He was hardly alone — that was evidently how most economists thought about competition, too. Insight Center.
Harvard Business Review
JANUARY 29, 2013
That's what Michael Porter says , and tough-choice-making has clearly been a big part of Apple's success. To quote Porter: "Strategy renders choices about what not to do as important as choices about what to do." Chan Kim and Renée Mauborgne , and it certainly sounds like what Apple has been up to.
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