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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

door trap represents red ocean traps

Red Ocean Traps

Harvard Business Review

In this new Harvard Business Review article, W. Chan Kim and Renée Mauborgne, 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

In the News

  • 19Nov '15

    Showstopper: How to Improvise a New Business Model

    Taylor, D.
    The Brand Gym Blog

    The lively London musical ‘Showstopper’ is an example of a blue ocean strategy in action, argues brand growth expert David Taylor. The wholly-improvised Showstopper is quite unlike any West End [...]
  • 16Nov '15

    Your Blue Ocean

    Beeching, A.
    Angela Beeching

    After being recommended Blue Ocean Strategy by a friend, music career strategist Angela Beeching reflects on how the concept could be applied by musicians in their careers. Ms. Beeching encourages [...]
  • 14Nov '15

    Why Brands Should Move from Discounts to Loyalty

    Dukle, S.

    Marketing professional Sanjay Dukle encourages brands to stop offering discounts to their customers – a red ocean strategy that drives competition – but to instead focus on increasing loyalty and [...]
  • 12Nov '15

    Blue Ocean Under Iraqi Sky

    MacAlindin, P.

    Upon first arriving in Iraq in 2009, Scottish conductor Paul MacAlindin was given just two weeks to form a national youth orchestra from scratch, perform a public concert and develop [...]
  • 12Nov '15

    I Don’t Want to Be a Winner

    Heinemeier Hansson, D.

    “Competition is the direct cultivation of stress and paranoia. Tapping fight-or-flight for game and gold. No thank you,” writes David Heinemeier Hansson, author and creator of the Ruby on Rails [...]
  • 11Nov '15

    Getting ‘It’: What Brands Can Learn From Red Bull About Marketing in eSports

    Keller, C.
    Digital Surgeons

    The energy drink Red Bull, which has become a major sponsor and host of extreme sports events, has created a blue ocean in the field of competitive video gaming, argues [...]
  • 11Nov '15

    The 15 Most Influential Thought Leaders in Business

    W. Chan Kim and Renée Mauborgne, the co-authors of Blue Ocean Strategy have reappeared for the third time in the top three of the 2015 Thinkers50 global ranking of management [...]
  • 10Nov '15

    Your Experience is Your Blue Ocean Strategy

    Levin, M.

    Marissa Levin, the founder and CEO of Successful Culture executive coaching company, implores business owners to create their own unique blue oceans by tapping into their wealth of knowledge and [...]
  • 08Nov '15

    Swimming in the Big Blue Ocean

    Virtual CoachElla

    Virtual CoachElla, a blog on self-empowerment, leadership and civic engagement, argues that the carnival mas (costume) company Island People Mas has successfully applied blue ocean strategy. Island People Mas are [...]
  • 06Nov '15

    Why Do Savvy Buyers From Around the Globe Trust Designer Vault?

    Designer Vault

    Blue Ocean Strategy and its message of ‘think differently’ helped Christina Samoylov hatch the idea for Designer Vault, an online source dedicated to classic, rare and vintage Chanel. Ms. Samoylov [...]

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