This website requires a newer version of Internet Explorer We recommend to update your browser to the latest version of Internet Explorer

Update your browser

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

  • 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

    “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 [...]
  • 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 [...]
  • 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 [...]
  • 17Jul '15

    Ser Digital É Uma Questão De Sobrevivência! [Being Digital Is A Matter of Survival!]

    Coelho, R.
    TI Inside Online

    “In a world of constant change and intense competition, doing the best is no longer enough. It is imperative to do different,” says this article on TI Inside Online, a [...]
  • 17Jul '15

    Startup Fest: Trois Conseils Pour Bâtir Une Start-Up À Un milliard De Dollars[Startup Fest: Three Tips For Building A Start-Up To A Billion Dollars

    Brault, J.
    Les Affaires

    Paralleling the logic of blue ocean strategy, Toronto-based entrepreneur Mark Organ, considers that the best way to dominate a market (and therefore to draw most of the profits) is to [...]
  • 16Jul '15

    What Will Successful Businessmen and Experts Read This Summer?

    Jeromel, A.

    Slovenia’s top entrepreneurs discuss what they will read this summer as well as share the titles of their all-time favorite books. Nastja Kramer, director of the online health store Malinca [...]
  • 15Jul '15

    La Estrategia del Océano Azul [The Blue Ocean Strategy]

    Cuesto, J. A.
    A Papá Mono Con Bananas Verdes blog

    “El éxito duradero no viene de luchar contra los competidores, sino de la creación de océanos azules. ‘Nuevos espacios de mercado sin explotar. Áreas con una clara ventaja competitiva que [...]
  • 14Jul '15

    Reinventing One’s Company

    Mattison, D.
    Supply Chain Expert Community

    Cheryl Biron, the President and CEO of One Horn Transportation logistics and trucking company shares that reading Blue Ocean Strategy helped her and her partner to reinvent their company and [...]

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