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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 created by W. Chan Kim and Renée Mauborgne is a new way of thinking, a new strategic mind-set that charts a bold new path to winning the future.

It challenges the tenets of competitive strategy and calls for a shift in focus from competing 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 makes a paradigm shift in the field of strategy and practice.

Now a global phenomenon that has sold 3.5 million copies, is published in a record-breaking 44 languages and is a bestseller across five continents. Updated and expanded with fresh content.





Kim & Mauborgne Answer your questions here

In the News

  • 01Feb '16

    Make Your Competition Irrelevant

    Korn, M.
    Smart Business

    “Don’t underestimate the importance of your blue ocean strategy as a woman business owner and executive,” advises Merry Korn, the president and CEO of Pearl Interactive Network Inc., a social [...]
  • 28Jan '16

    10 Life-Changing Books Recommended By 10 Global Entrepreneurs

    Morley, L.
    Lifehack

    Blue Ocean Strategy is named by Lifehack productivity and lifestyle blog as a life-changing read and a favorite of global entrepreneurs. The blog describes the book as, “a good read [...]
  • 24Jan '16

    A Helpful Step to Add to Your Job Interviews

    Schachter, H.
    The Globe and Mail

    The Globe and Mail implores managers to take inspiration from Canadian PM Justin Trudeau and adopt blue ocean thinking in their approach to strategy. The newspaper encourages managers to learn [...]
  • 20Jan '16

    WSUV Talk Eyes Differentiation

    Johnson, B.
    The Columbian

    Business owners and employees from around Vancouver learned how to find their blue ocean during a recent session at Washington State University Vancouver (WSUV). Zack Parnell, president of the Woodland-based [...]
  • 15Jan '16

    5 Livros Que Todo Empresário Precisa Ler Em 2016 [5 Books That Every Business Owner Needs to Read in 2016]

    Jornal Contábil

    Jornal Contábil, the largest network in Brazil for news and services in the accounting industry, names Blue Ocean Strategy as one of its top books for entrepreneurs and business owners [...]
  • 06Jan '16

    Você Sabe O Que É Oceano Azul? Dolce & Gabbana Lança Coleção Para Muçulmanas [You Know What’s a Blue Ocean? Dolce & Gabbana Launches a Collection for Muslims]

    Com Limão

    Dolce & Gabbana fashion house has created a blue ocean in fashion, argues Com Limão magazine. With the launch of their ‘Abaya’ collection Dolce & Gabbana now offer high fashion [...]
  • 06Jan '16

    Using Consumer Problems To Find Blue Oceans

    Carlson, K.
    Forbes

    “By finding blue oceans, firms can pursue high payoff possibilities by addressing consumer needs that were previously ignored, unknown, or unmet,” argues Forbes as it encourages companies to follow blue [...]
  • 28Dec '15

    Women’s Ministry Increases Impact via NBOS

    Free Malaysia Today

    The Ministry of Women, Family and Community Development is aiming to increase both the number of and the impact of its programs using the National Blue Ocean Strategy (NBOS) approach. [...]
  • 21Dec '15

    Im roten Ozean [In the Red Ocean]

    11Freunde

    “FC Bayern Munich is a blue ocean,” declares 11Freunde soccer culture magazine about the German team. Club manager Pep Guardiola has created a “blue ocean” at Bayern, by adjusting the [...]
  • 21Dec '15

    Die besten Marketing Tools! [The Best Marketing Tools!]

    Deutsches Insitut fur Marketing

    The Deutsches Insitut fur Marketing names blue ocean strategy as one of the best tools for marketing. The Institute notes blue ocean strategy’s concept of red and blue oceans and [...]

Who is Talking about Blue Ocean Strategy

  • 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