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Start With The Basics

Blue Ocean Strategy book cover
Now updated & expanded
Get your copy today

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

  • 23Jul '15

    Expert Talk by Mr Manoj Nair, VP – Marketing, Thomas Cook

    The TAPMI Blog

    Manoj Nair, the vice president of holiday giant Thomas Cook’s marketing division in India discussed how to create a blue ocean in the holiday industry. Sharing how there has been [...]
  • 21Jul '15

    CarDekho Scouts For Acquisitions In South East Asian Markets Like Thailand, Indonesia

    The Economic Times

    Amit Jain, chief executive of Ratan Tata-backed CarDekho has described the web in South East Asia as a blue ocean that he wants to capture. The Jaipur-based automotive classifieds portal [...]
  • 21Jul '15

    The Cirque du Soleil Approach: What Is The “Blue Ocean” Business Strategy?

    Using the case of Cirque du Soleil to illustrate the concept, this article on provides an overview of blue ocean strategy.
  • 21Jul '15

    Kemi Egan Welcomes Ryan Michler To Turbo Charge Your Success

    Freedom Academies

    Ryan Michler, the founder of Wealth Anatomy, a wealth coaching organization specifically for healthcare professionals, discusses blue ocean strategy and how one way to create new market space is by [...]
  • 21Jul '15

    Книжная полка Владислава Солодкого: Что читает управляющий партнёр Life.SREDA [Bookshelf Of Vladislav Solodky What a Managing Partner of Life.SREDA Reads]

    Vladislav Solodky, founder and CEO of venture capital firm Life.SREDA which specializes investments in FinTech, recommends Blue Ocean Strategy as a book that all budding entrepreneurs should read. Mr. Solodky [...]
  • 19Jul '15

    Value Innovation: The Cornerstone Of Blue Ocean Strategy

    Nambiar, S.
    QSB Innovation Summit

    Value innovation is key for success when creating blue oceans, argues this article published by the Queen’s School of Business Innovation Summit. Illustrating the importance of creating increased value for [...]
  • 18Jul '15

    My Blue Ocean

    Albright, N.
    Edge Induced Cohesion blog

    “There are blue oceans all around us, after all, but do we have the vision to see them, and the bravery to step forward and to explore them?” asks Nathan [...]
  • 18Jul '15

    “There’s A Lot Of Blood In The Water”: What’s Next For The On-Demand Economy


    San Francisco’s ‘on-demand economy’ is rapidly turning into a red ocean according to this BuzzFeed piece. As more companies emerge into the same market spaces, players try to undercut each [...]
  • 17Jul '15

    5 Ways To Change The World And Make The Competition Irrelevant

    Geiser, M.
    MEG Enterprises

    “How would you like to build a business that makes competition irrelevant by offering something no one else offers?” asks Margie Geiser of MEG Enterprises, a business coaching company for [...]
  • 17Jul '15

    Huawei Hosts Entertainment Unlimited Summit

    Live News

    At the recent Entertainment Unlimited Summit hosted by Huawei in Shanghai, which attracted global operators, industry partners, and industry leaders and experts from consulting firms, video was declared by several [...]

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