Create Uncontested Market Space

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How to Create Uncontested Market Space and
Make the Competition Irrelevant

The global phenomenon that has sold 3.5 million copies, is published in a record-breaking 43 languages and is a bestseller across five continentsnow updated and expanded with fresh content.

This global bestseller, embraced by organizations and industries worldwide, challenges everything you thought you knew about the requirements for strategic success. Now updated and expanded with fresh content from the authors, Blue Ocean Strategy argues 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.

Blue Ocean Strategy presents a systematic approach to making the competition irrelevant and outlines principles and tools any organization can use to create and capture their own blue oceans.

A landmark work that upends traditional thinking about strategy, this bestselling book charts a bold new path to winning the future. Consider this your guide to creating uncontested market space – and making the competition irrelevant.

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Blue Ocean Strategy Tools

Click on the icons below to learn more about each of the blue ocean strategy tools that can help you on your journey to create a blue ocean.


  • Value Innovation

    Six Paths

    Strategy Canvas

    4 Actions Framework

    Sequence of BOS

    Tipping Point Leadership

  • ERRC Grid

    PMS Map

    Buyer Utility Map

    3 Tiers of Noncustomers

    4 Hurdles to Execution

    Fair Process

Blue Ocean Strategy Teaching Materials

Blue ocean pedagogical materials, used in 1,736 universities and 102 countries around the world, go beyond the standard case-based method, with multimedia cases as historic as the Ford Model T and as recent as Skype, helping students and executives build a deep understanding of key blue ocean strategy concepts using a variety of formats and meaningful interactive exercises.

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