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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

  • 11Aug '15

    The Value of Focus

    Marshall, M.
    Mary Marshall

    “There is so much competition out there that if a small entrepreneur starts up in very crowded waters – or a red ocean – they are likely to go down,” [...]
  • 11Aug '15

    10 Business Books That Every Life Coach Should Read

    Staib, K.
    Coach the Life Coach

    “All these books are amazing, but this is one that truly opened my ideas to how branding truly works,” says the website Coach the Life Coach about Blue Ocean Strategy. [...]
  • 11Aug '15

    Blue Ocean Strategy : Un MOOC en Guise D’apprentissage [Blue Ocean Strategy: A MOOC Way of Learning]

    Hijar, C.
    Cyril Hijar

    Cyril Hijar, Digital Director at Pro Direct Marketing and a former international rugby player, shares his experience of undertaking the Blue Ocean Strategy online course offered by Smart.ly. Mr. Hijar [...]
  • 10Aug '15

    Pentamaster Not Affected by China’s Slowdown

    The Edge

    “We are not pursuing a red ocean strategy. Instead, we are looking at creating uncontested market space in China by staying ahead in the technology game,” stated Pentamaster executive chairman [...]
  • 10Aug '15

    The Best Kept Secret on Television

    Mendez, E.
    Medium

    “‘Live spurns its competition and opts for the blue ocean strategy, building a new market by the virtue of living on a reality TV-heavy network and allowing its host total [...]
  • 10Aug '15

    Sarawak to Have Border Security Command Soon

    My Sarawak

    Malaysia’s Deputy Prime Minister and Minister of Home Affairs, Datuk Seri Ahmad Zahid Hamidi, has shared that the government has been working with the armed forces on the issue of [...]
  • 10Aug '15

    4 Steps to Blue Ocean Strategy

    Tremolada, G.
    Frontline Management Experts

    Read this brief summary of blue ocean strategy if you are new to the concept.
  • 10Aug '15

    Make the Competition Irrelevant

    Orange, M.
    Marguerite Orane

    “‘Make the competition irrelevant.’ What an amazing and indeed revolutionary approach to strategy!” exclaims leadership coach Marguerite Orane about blue ocean strategy. Ms. Orane gives a short summary of the [...]
  • 09Aug '15

    Bitcoin Exchanges Kraken and Bitfinex Cut Services in New York

    Rizzo, P.
    Coindesk

    Kraken and Bitfinex, two of the largest bitcoin exchanges by investment funding and daily trading volume, will not be applying for licenses to operate in New York, in part because [...]
  • 09Aug '15

    La Estrategia Del Océano Azul en Marketing [The Blue Ocean Strategy in Marketing]

    Torreblanca, F.
    Francisco Torreblanca

    Francisco Torreblanca offers a short summary of a blue ocean strategy approach to marketing. Mr. Torreblanca’s blog won the Best Marketing Education blog award in 2014.

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