Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant

  • 3h 45m
  • Renée Mauborgne, W. Chan Kim
  • Harvard Business Press
  • 2005

Since the dawn of the industrial age, companies have engaged in head-to-head competition in search of sustained, profitable growth. They have fought for competitive advantage, battled over market share, and struggled for differentiation. Yet, these hallmarks of competitive strategy are not the way to create profitable growth in the future.

In a book that challenges everything you thought you knew about the requirements for strategic success, W. Chan Kim and Renee Mauborgne argue that cutthroat competition results in nothing but a bloody red ocean of rivals fighting over a shrinking profit pool. Based on a study of 150 strategic moves spanning more than a hundred years and 30 industries, the authors argue that lasting success comes not from battling competitors, but from creating "blue oceans"--untapped new market spaces ripe for growth. Such strategic moves--which the authors call "value innovation"--create powerful leaps in value that often render rivals obsolete for more than a decade.

Blue Ocean Strategy presents a systematic approach to making the competition irrelevant and outlines principles and tools any company can use to create and capture blue oceans. A landmark work that upends traditional thinking about strategy, this book charts a bold new path to winning the future.

About the Authors

W. Chan Kim is The Boston Consulting Group Bruce D. Henderson Chair Professor of Strategy and International Management at INSEAD.

Reneé Mauborgne is The INSEAD Distinguished Fellow and a professor of strategy and management.

In this Book

  • Blue Ocean Strategy—How to Create Uncontested Market Space and Make the Competition Irrelevant
  • Creating Blue Oceans
  • Analytical Tools and Frameworks
  • Reconstruct Market Boundaries
  • Focus on the Big Picture, Not the Numbers
  • Reach Beyond Existing Demand
  • Get the Strategic Sequence Right
  • Overcome Key Organizational Hurdles
  • Build Execution into Strategy
  • Conclusion: The Sustainability and Renewal of Blue Ocean Strategy
  • Notes
  • Bibliography
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