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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.

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.





Kim & Mauborgne Answer your questions here

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

Latest News

  • 27Aug '15

    Blue Oceans: How To Combat a Cutthroat Industry

    Wasserman, M.
    Realy Times

    The reporter comments that in real estate today, large numbers of agents are competing for a shrinking market. Agents and brokerages are swimming in a blood red ocean of cutthroat [...]
  • 06Aug '15

    Стратегия голубого океана: Создание собственного рынка [Blue Ocean Strategy: Creating Your Own Market]

    Verman, K.
    LiveJournal

    This summary of blue ocean strategy is recommended for Russian readers who are new to the concept.
  • 06Aug '15

    開啟藍海策略的可能性 [Turn On the Possibility of Blue Ocean Strategy]

    Udn.com

    In business, managers create and explore blue oceans through redefining industries and market boundaries. There are six paths that companies can follow so to redefine their market and open up [...]
  • 06Aug '15

    How to Foster Innovation in Analytics

    Beverly, B.
    All Analytics

    How can you foster innovation in analytics? One way, according to statistician Bryan Beverly, is to follow a blue ocean strategy.
  • 06Aug '15

    Find Your Core You, Find Your Career

    Bellnier, K.
    Johnson & Wales University

    Karen Bellnier, a Senior Instructional Designer and Johnson and Wales University, shares her experiences of figuring out a career path upon graduating and realizing she didn’t want to pursue a [...]
  • 05Aug '15

    Service And Role Of Government Officials Should Not Stop After Retirement

    Malaysian Digest

    1Pesara, an initiative under National Blue Ocean Strategy (NBOS), is a manifestation of the Malaysian government’s concern for retirees, says Public Service Department (PSD) director-general, Tan Sri Mohamad Zabidi Zainal. [...]
  • 05Aug '15

    Minding My Business With OpenSponsorship Founder & CEO Ishveen Anand

    Carpenter, J.
    Sports Business Daily

    OpenSponsorship Founder and CEO Ishveen Anand names Blue Ocean Strategy as the best book she has read this year.
  • 05Aug '15

    Bersara Bukan Bermakna Berakhir Segalanya [Retiring Does Not Mean the End of Everything]

    The Borneo Post

    A new initiative under National Blue Ocean Strategy to help senior citizens remain active and engaged has been introduced. The initiative called the Seniors Volunteer Program will allow retirees and [...]
  • 05Aug '15

    065: Shaping Hairlines and Opinions From the Barber Chair With Shannon Jones

    Profit Pathway

    Shannon Jones, the man behind the premier Chicagoan barber shop Timeout at Shannon’s, shares that Blue Ocean Strategy is one of his favorite books.
  • 04Aug '15

    Maintaining the Razor’s Edge: An Argument for Army-wide Cultural Change

    Porter, S.
    Small Wars Journal

    The U.S. Secretary of the Defense, Chuck Hagel, announced on 24 February 2014, his intent to reduce the Army to its smallest size since before WWII. In light of this, [...]

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