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
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
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".