Blue Ocean Strategy: How To Create Uncontested Market Space And Make The Competition Irrelevant

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Blue Ocean Strategy: How To Create Uncontested Market Space And Make The Competition Irrelevant

by Renee Mauborgne, W. Chan Kim

Harvard Business Review Press | February 1, 2005 | Hardcover

Blue Ocean Strategy: How To Create Uncontested Market Space And Make The Competition Irrelevant is rated 3.4 out of 5 by 5.
The global phenomenon, embraced by business worldwide and now published in more than 40 languages.

This international bestseller challenges everything you thought you knew about the requirements for strategic success.

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, as this influential and immensely popular book shows, these hallmarks of competitive strategy are not the way to create profitable growth in the future.

In the international bestseller Blue Ocean Strategy, 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 100 years across 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 their own blue oceans. A landmark work that upends traditional thinking about strategy, this bestselling business book charts a bold new path to winning the future.

Published by Harvard Business Review Press.

Format: Hardcover

Dimensions: 256 pages, 9.5 × 6.4 × 0.95 in

Published: February 1, 2005

Publisher: Harvard Business Review Press

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 1591396190

ISBN - 13: 9781591396192

Found in: Planning and Forcasting

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Reviews

Rated 2 out of 5 by from Adrift Logical, clearly written (though buzz words abound), and engaging, it's no wonder Blue Ocean Strategy was such a bestseller. Because they inevitably focus on innovative products or services (the authors use the term 'value innovation') that seemingly appear out of the blue to take a market by storm or to create a new market altogether, Blue Ocean Strategies (BOS) make the most compelling of stories. Unfortunately, the theory is weak for two reasons: the examples given, while interesting, are largely exercises in data-mining; and second, BOSs can only apply to a very, very small percentage of the market place, or else there would be no mainstream or conventional business in the first place. Early in the book the authors talk about the certainty of the Euro’s development as a currency: "... the euro has been evolving along a constant trajectory as it has been replacing Europe’s multiple currencies. It is a decisive, irreversible, and clearly developing trend in financial services upon which blue oceans can be created as the European Union continues to enlarge.” Current events have proved the authors dead wrong, and I cite the passage not to be nit-picky, but rather to illustrate the unscientific nature of the methodology. Examples are drawn selectively to prove a thesis. They appear to provide insight and are enjoyable to read - in fact may actually spur some of us to the desired results - but the book has little chance of a lasting impact on organizational behaviour or the academic body of knowledge. In another example, the authors cite a purported mistake by genetically modified food maker Monsanto, in which they claim that had Monsanto educated environmental groups of the benefit of genetically modified foods, their company would have been hailed as heroes rather than pariahs. Very simplistic and debatable logic about a very complex issue. The example is topical and interesting, and does make readers think, but it's an example of the text's frequent shallowness. The other major weakness is in the central premise - that companies should look to scalable, non-traditional markets for 'Blue Ocean' opportunities - because it will work for very few in practice. For the theory to have any credibility, the majority have to follow non BOSs in the first place. Enjoyable, but lightweight. If Dan Brown taught business, he might have written this book.
Date published: 2011-12-18
Rated 4 out of 5 by from PDG I loved the first 3/4 of this book. Then, for my purposes, it got a bit tedious. The authors' emphasis on tactics was more than I needed. I give the authors credit for going beyong the key concepts and going the full distance in outlining how make their approach work. The basic idea of the book is very compelling and makes a lot of sense. An essential book for anyone interested in growing their business. Pretty Darn Good!
Date published: 2009-12-31
Rated 1 out of 5 by from Yawn Wow - for a guy that has hundreds of business, sales and marketing books, I usually find something good in almost all of them. This would, I guess, be the exception that proves the rule. It sounds WAY too much like a boring marketing class and is a little too "textbook" for my liking. This appears to be "what they (marketing and advertising companies) want you to think" as opposed to "what actually works and gets results in the real world." YAWN. (Heaven forbid marketing actually provides a return on dollars invested - oh no... We must build "brand awareness." How nice it must be to promote and sell something with no way to measure it's performance!) The premise was interesting and I had a lot of expectations for this book - sadly, it was so dry and (old school marketing) classroom-like I could barely stay awake while reading it. Perhaps the author wants to impress his high-brow academic colleagues at Harvard, but guess what - most of those guys don't actually create any wealth.... The concept and strategy in the book is sound and I will be trying to implement it in my own way. Too bad the author seems to love his $50 words - they may impress his snooty friends, but in the real world - if you can't speak with your customers, how the hell can you expect to market to them??? Yikes. ZZZZZZZZzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzz. I'm not asking for it to be dumbed down - but what is the message you wish to convey here? Marketing isn't about using fancy-pants words - it is about conveying a message to your target audience. D- I got more from the title than from the book. The text reeks of someone that has learned the concepts in classroom, but has NEVER tried them in the real world. What was this, your thesis while getting your "Doctorate of Marketing"????
Date published: 2009-04-12
Rated 5 out of 5 by from A "Must Read" for the entrepreneur! If you're a small business person either contemplating or just starting your business, this book is a winner. This is will help you to succeed by allowing you to learn how to position yourself in order to create "Blue Ocean" demand for your product or service. The book offers real world examples and is quite easy to read. As an added bonus, the book is extremely motivating.
Date published: 2008-10-05
Rated 5 out of 5 by from A Must Have for Your Growth Strategy Library If ever you are asked to come up with a growth strategy, before you charge off to “Think out of the box”, “Brainstorm” or “Ideate” grab a copy of Blue Ocean Strategy. Blue Ocean is a great primer for finding growth opportunities beyond adjacencies. By experimenting with the Kim’s six principles you can probably synthesize a world of new consumers, with new needs that can be met in new ways opening up new opportunities. But beware. The reward for successful innovation is always imitation and new competitors – sharks do live in the blue ocean. Like it or not you will have to stand and fight to hang onto your success. Even many of Kim’s historic examples had great swims that were brought to an end by competitors. For advice here Blue Ocean comes up very short. Precious little is said on building sources of competitive advantage to protect your blue oceans, how to shore up the ones that may have opened new businesses for you, how to maneuver your competitors into weaker positions to ensure the profit potential of the new business. Doing so will require multiples of effort over that which created the blue ocean to begin with. For insight into the waves beyond Blue Ocean try Perspectives on Strategy by Stern and Deimler or Competitive Strategy by Porter, or even Hardball.
Date published: 2007-12-03

– More About This Product –

Blue Ocean Strategy: How To Create Uncontested Market Space And Make The Competition Irrelevant

by Renee Mauborgne, W. Chan Kim

Format: Hardcover

Dimensions: 256 pages, 9.5 × 6.4 × 0.95 in

Published: February 1, 2005

Publisher: Harvard Business Review Press

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 1591396190

ISBN - 13: 9781591396192

About the Book

This landmark work upends traditional thinking about strategy, and explains how to create uncontested market space and make the competition irrelevant while charting a new path to capture new market space that is ripe for growth.

From the Publisher

The global phenomenon, embraced by business worldwide and now published in more than 40 languages.

This international bestseller challenges everything you thought you knew about the requirements for strategic success.

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, as this influential and immensely popular book shows, these hallmarks of competitive strategy are not the way to create profitable growth in the future.

In the international bestseller Blue Ocean Strategy, 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 100 years across 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 their own blue oceans. A landmark work that upends traditional thinking about strategy, this bestselling business book charts a bold new path to winning the future.

Published by Harvard Business Review Press.

From the Jacket

Companies have long 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 in today’s overcrowded industries, competing head-on results in nothing but a bloody “red ocean” of rivals fighting over a shrinking profit pool. In a book that challenges everything you thought you knew about the requirements fro strategic success, W. Chan Kim and Renee Mauborgne contend that while most companies compete within such red oceans, this strategy is increasingly unlikely to create profitable growth in the future.

Based on a study of 150 strategic moves spanning more then a hundred years and thirty industries, Kim and Mauborgne argue that tomorrow’s leading companies will succeed not by battling competitors, but by creating “blue ocean” of uncontested market space ripe for growth. Such strategies moves—termed “value innovation”-create powerful leaps in value for both the firm and its buyers, rendering rivals obsolete and unleashing new demand.

Blue Ocean Strategyprovides a systematic approach to making the competition irrelevant. In this frame-changing book, Kim and Mauborgne present a proven analytical framework and the tools for successfully creating and capturing blue oceans. Examining a wide range of strategic moves across a host of industries, Blue Ocean Strategy highlights the six principles that every company can use to successfully formulate and execute blue ocean strategies. The six principles show how to reconstruct market boundaries, focus on the big picture, reach beyond existing demand, get the strategic sequence right, overcome organizational hurdles, and build execution into strategy.

Upending traditional thinking about strategy, this landmark book charts “a bold new path to winning the future”.

About the Author

W. Chan Kim is The Boston Consulting Group Bruce D. Henderson Chair Professor of Strategy and International Management at INSEAD and an advisory member for the European Union. Renée Mauborgne is The INSEAD Distinguished Fellow and a professor of strategy and management and a Fellow of the World Economic Forum. Together, they have written for the Wall Street Journal, New York Times, and Financial Times, and their Harvard Business Review articles have sold over 500,000 reprints. They were selected for Thinkers 50, the global ranking of business thinkers, and The Sunday Times (London) called them “two of Europe’s brightest business thinkers…Kim and Mauborgne provide a sizeable challenge to the way managers think about and practice strategy.” They split their time between New York and Fontainebleau, France.

Editorial Reviews

“This breakthrough book is essential for any strategist or entrepreneur who wants to move out of intensively competitive, shark-infested waters and into an opportunity- filled, open ocean.” — Business Insider
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