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
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
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
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".
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.
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.
Published: February 1, 2005
Publisher: Harvard Business Review Press