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Start With The Basics

Blue Ocean Strategy book cover
Now updated & expanded
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How to Create Uncontested Market Space and
Make the Competition Irrelevant

Blue Ocean Strategy is a new way of thinking, a new strategic mind-set that charts a bold new path to winning the future.

Ten years ago, INSEAD Professors W. Chan Kim and Renée Mauborgne brought to the world Blue Ocean Strategy based on their over decade-long research on key strategic moves spanning more than a hundred years and thirty industries. It challenged the tenets of competitive strategy, the then dominant school of strategy, and called for a shift of focus from competition to creating new market space and hence making the competition irrelevant. Coming with proven analytical frameworks for creating and capturing blue oceans, the blue ocean strategic approach made a paradigm shift in the field of strategy and practice.

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

Latest News

  • 14Jul '15



    The product designer behind the Twins brand, which makes tables for creative spaces based on geometric shapes, has named Blue Ocean Strategy as an important book that every designer should [...]
  • 14Jul '15

    Weg Bij De Concurrent! [Away From The Competitor!]

    de Haas, L.
    DHS Consulting

    DHS Consulting, a consulting firm based in Western Europe, encourages the readers of their blog to consider how they can distinguish themselves from the competition. Referencing Blue Ocean Strategy the [...]
  • 12Jul '15

    Blue Ocean Strategy (The New Wave Business Trend)

    Hendrick, S.
    Shane Hendrick’s blog

    This post from a blog focused on insurance in Indonesia considers how blue ocean strategy can be applied to the industry.
  • 10Jul '15

    Four Reasons Why Blue Ocean Thinking is Crucial

    Kim, C.; Mauborgne, R.
    INSEAD Knowledge

    The authors of Blue Ocean Strategy, Professors Kim and Mauborgne, share why adopting a blue ocean mindset is key today as four trends, in particular, are changing the world and [...]
  • 10Jul '15

    8 Books To Read If You Want To Kick-Butt In Business


    Blue Ocean Strategy is on this list of books that entrepreneurs in Australia should read if they want to succeed in business. The authors of this post write about the [...]
  • 10Jul '15

    La ville ordinaire, Futur Océan Bleu du Commerce ? [The Ordinary Town, A Future of Blue Ocean Trade?]

    Le Grelle, J.
    Business Immo

    The president of commercial real estate company Convergences-CVL Jérôme Le Grelle questions if and how businesses will adapt to new patterns of decreasing consumption and subsequent store closures, particularly in [...]
  • 10Jul '15

    学习MBA需要读哪些书? [What Books to Read If You’re Studying an MBA?]

    Blue Ocean Strategy tops this list compiled by, an education information website, of the books that MBA students should read.
  • 09Jul '15

    How to Blog Your Way Out of The Red Ocean and Into The Blue


    Content marketing service Castleford explores how blogging can help companies move from red oceans of competition to blue oceans of uncontested market space. Castleford argues that blogs are great ways [...]
  • 08Jul '15

    La Estrategia del Océano Azul [The Blue Ocean Strategy]

    Daniel Blanco. Calidad, Estrategia y Liderazgo blog

    Management Consultant Daniel Blanco provides a brief summary of some of the key points of blue ocean strategy.
  • 08Jul '15

    Ogechi: 7 Books That Will Change Your Life & The Way You Think Forever

    Igbokwe, O.
    Bella Naija

    “I will never stop talking about this book because it had a profound effect on me,” says Ogechi Igbokwe about Blue Ocean Strategy. The founder of, which takes the [...]

Red Ocean Traps

Harvard Business Review

In this new Harvard Business Review article, the authors of Blue Ocean Strategy define mental models that undermine market-creating strategies.

In the ten years since the first edition of Blue Ocean Strategy was published, Professors Kim and Mauborgne have had myriad conversations with managers and executives about their market-creating strategies. What they’ve learned: one of the most common stumbling blocks isn’t a lack of vision or even funding, but an executive’s own mental models – in other words, his or her assumptions about the way the world works. They call such assumptions “Red Ocean Traps.”

Read more

Who is Talking about BOS

  • Kevin Roberts

    Executive Chairman, Saatchi & Saatchi

  • Daymond John

    Entrepreneur and Investor, ABC show Shark Tank

  • Brian Halligan

    CEO and Co-Founder, HubSpot

  • Rob Coneybeer

    Founder, Shasta Ventures

  • Tim Ferriss

    Entrepreneur, Author

  • Park Geun-hye

    President, South Korea

  • Dharmesh Shah

    CTO and Co-founder, HubSpot

  • Datuk Seri Najib Tun Razak

    Prime Minister of Malaysia

  • Terry Gou

    Chairman and CEO, Foxconn

  • Eduardo Frei Ruiz Tagle

    President of Chile (1994-2000), 2009 Presidential Candidate

  • Aaron Levie

    CEO, Box

  • John Riccitiello

    Former CEO , Electronic Arts (EA Games)

  • Tan Sri Ali Hamsa

    Chief Secretary to the Government, Malaysia

  • Patrick Snowball

    CEO, Suncorp Group

  • Marcelo Toledo

    Founder and CEO, Payleven, Rocket Internet Group, CTO of Hi Internet