Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant
by: W. Chan Kim, Renée Mauborgne
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Winning by Not Competing: A Fresh Approach to Strategy
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 Renée 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 thirty 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.
W. Chan Kim is the Boston Consulting Group Bruce D. Henderson Chair Professor of Strategy and International Management at INSEAD. Renée Mauborgne is the INSEAD Distinguished Fellow and Professor of Strategy and Management.
Winning by Not Competing: A Fresh Approach to Strategy
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 Renée 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 thirty 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.
W. Chan Kim is the Boston Consulting Group Bruce D. Henderson Chair Professor of Strategy and International Management at INSEAD. Renée Mauborgne is the INSEAD Distinguished Fellow and Professor of Strategy and Management.
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Customer Reviews
Average Rating:
Rating: 
- Best Business Book I've read
The first impression after reading this book is "Ah, I can do that and I never thought about it". It's really an eye opener and every page is worth reading.
Rating: - As 'simple' as inventing the wheel.
So simple is the book's theory, its ingenious! If there isn't a market, create one! Just mix and match products and services. Even if there is a market, if it's already saturated (='red ocean'), avoid it. Take a risk, create a new market (='blue ocean') and eat the whole cake, for a short while any way.
Rating: 
- Not Universally Applicable
A little unrealistic from my perspective.This ought in the top echelon of business books, no doubt, however it needs to be seen as specialized, not generally applicable to all business 'spaces'.It was a little idealistic in its portrayal that any business can seek and find a blue ocean strategy, that the concept is original, and somewhat trivializes switching out revenue.I thought the concept of competing against substitutes using a new business model was a recast of Michael Porter, with a ... Read More
Rating: - earlier than expected
I enjoy reading books written in the author's native language; getting a book from the States to the middle of the world (Ecuador) is more than easy through Amazon.com
Rating: - Applauding the Process
A Review of "Blue Ocean Strategy" by W. Chan Kim and Renee Mauborgne.
Applauding the Process
First published in 2005, this book, now more than ever, continues to extol tremendous value and should therefore be included on every marketer's shelf. As a successful professional, I maintain that the traditional marketing function is misunderstood, misappropriated and increasingly ineffectual. Utilizing practical examples, this book immediately proves valid beyond theory. Further, ... Read More
- Best Business Book I've readThe first impression after reading this book is "Ah, I can do that and I never thought about it". It's really an eye opener and every page is worth reading.
- As 'simple' as inventing the wheel.So simple is the book's theory, its ingenious! If there isn't a market, create one! Just mix and match products and services. Even if there is a market, if it's already saturated (='red ocean'), avoid it. Take a risk, create a new market (='blue ocean') and eat the whole cake, for a short while any way.
- Not Universally ApplicableA little unrealistic from my perspective.This ought in the top echelon of business books, no doubt, however it needs to be seen as specialized, not generally applicable to all business 'spaces'.It was a little idealistic in its portrayal that any business can seek and find a blue ocean strategy, that the concept is original, and somewhat trivializes switching out revenue.I thought the concept of competing against substitutes using a new business model was a recast of Michael Porter, with a ... Read More
- earlier than expectedI enjoy reading books written in the author's native language; getting a book from the States to the middle of the world (Ecuador) is more than easy through Amazon.com
- Applauding the ProcessA Review of "Blue Ocean Strategy" by W. Chan Kim and Renee Mauborgne.
Applauding the Process
First published in 2005, this book, now more than ever, continues to extol tremendous value and should therefore be included on every marketer's shelf. As a successful professional, I maintain that the traditional marketing function is misunderstood, misappropriated and increasingly ineffectual. Utilizing practical examples, this book immediately proves valid beyond theory. Further, ... Read More
