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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

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

Latest News

  • 24Sep '15

    Met de Blue Ocean Strategy kan Douwe Bob winnen [With the Blue Ocean Strategy can Douwe Bob Win?]

    Business X-Factor

    In the wake of the selection of the Dutch entry for the 2016 Eurovision Song Contest, Business X-Factor, a consulting and training company, reflects on what it takes to win [...]
  • 22Sep '15

    Innovation Leadership – 3 Practices You Need to Let Go Of


    “You know that place called your comfort zone? Get out of it. It’s the only way you’ll make waves,” says Paul Keijzer, the CEO and Managing Partner of Engage Consulting [...]
  • 20Sep '15

    Márcia Travessoni: Da Costura Ao Empresariado [Marcia Travessoni: From Sewing to Business Community]

    Diário do Nordeste

    Fátima Brilhante, the head of two fashion labels – Famel and Florinda – names Blue Ocean Strategy as her favorite book.
  • 20Sep '15

    111 книг, рекомендованных к прочтению by Elena Grishneva [111 Books Recommended for Reading by Elena Grishneva]

    Grishneva, E.

    Elena Grishneva, the CEO of HUBSPEAKERS, a base of prominent speakers and moderators available for events and conferences, selects Blue Ocean Strategy as one of her top recommended reads.
  • 17Sep '15

    CA Sri Lanka to Stage Master Course on Blue Ocean Strategy Featuring Ravi Fernando

    Daily FT

    The Institute of Chartered Accountants of Sri Lanka (CA Sri Lanka) has organised a one-day master course on September 29, 2015, entitled ‘Blue Ocean Strategy – Creating New Market Spaces’. [...]
  • 17Sep '15

    Ridesharing Community BlaBlaCar Raised $200M

    Privat, L.
    GPS Business News

    “BlaBlaCar has a truly ‘Blue Ocean Strategy’, creating its own market and owning it,” says GPS Business News about the French ridesharing service for long-distance journeys. GPS business news, a [...]
  • 17Sep '15

    Back to School: Top Marketers Select 16 Books

    Siegel + Gale

    “Although it was published 10 years ago, I still find myself referring back to this book,” says Michael W. Goodman, the Director of Innovation Commercialization, Campbell Soup Company about his [...]
  • 17Sep '15

    3 Stocks That Followed Blue Ocean Strategy: What’s in Store?

    Zacks Investment Research

    Zacks Investment Research, Inc, a firm that helps investors identify the best stocks to invest in, considers the potential of blue ocean strategy for stock investment. Through discussing three different [...]
  • 16Sep '15

    Blue Ocean Strategy – The Future Trend Of Business Strategy?

    World Best Lawyers blog

    This blog which focuses on legal issues in the Philippines gives a brief overview of blue ocean strategy and applies the concept to a number of cases in the Philippines. [...]
  • 16Sep '15

    TOEICスコアを爆上げするビジネス洋書おすすめ10選 [10 Business Books Recommended for Improving TOEIC Scores]


    For Japanese students looking to improve their Test of English for International Communication (TOEIC) scores, Blue Ocean Strategy is recommended as a business book for advanced students to improve their [...]

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