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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

  • 16Aug '15

    Top 10 Innovation Books

    Mordechai, G.
    Gal’s Insights

    Blue Ocean Strategy is included on one innovation consultant’s list of the greatest ten innovation books ever written.
  • 16Aug '15

    Estrategias De Océano Azul ¿Podemos Ganar Sin Competir? [Blue Ocean Strategies – Can We Win Without Competing?]

    Cerem Business School blog

    Cerem Business School’s blog offers an overview of blue ocean strategy. Spanish readers who are new to the concept should take a look. Cerem Business School has had more than [...]
  • 15Aug '15

    Os Mestres da Inovação [The Masters of Innovation]

    Innoscience blog

    Brazilian innovation management consulting firm Innoscience has named Professors Kim and Mauborgne as two masters of innovation.
  • 15Aug '15

    Driving Customer Experience Series: 1 – Designing the Experience

    Fedchenko, N.

    “One of the secrets to inspiring employees with your brand is in the Blue Ocean Leadership,” writes communications and advertising professional, Nataly Fedchenko, in a discussion of brand awareness and [...]
  • 15Aug '15

    Aus Dem Haifischbecken in Ruhigeregewasser – Blue Ocean Strategie – Die Vier Strategischen Felder Um Sich Von Der Konkurrenz Zu Trennen [From the Shark Tank in the Calmer Waters – Blue Ocean Strategy – the Four Strategic Fields to Separate From the Competition]

    Ambord, A.
    Beat Ambord

    …Schwimmen Sie auch im grossen Haifischbecken der Konkurrenz? Dann wissen Sie auch, wie aufwändig und aufreibend es ist, sich täglich mit den Mitbewerbern zu beissen, nur im die besten Brocken [...]
  • 15Aug '15

    Hi-Rez Studios: “Console Is a Blue Ocean for MOBAs”


    “Console is a blue ocean for MOBAs [Multi Online Battle Arenas],” says Todd Harris, COO of Hi-Rez Studios, one of the largest video game studios in the Southeast United States. [...]
  • 14Aug '15

    Civil Servants Told To Work Together Based On NBOS Concept


    Malaysia’s Public Service Director-General Tan Sri Mohamad Zabidi Zainal has called on civil servants to work together, based on the concept of National Blue Ocean Strategy (NBOS). He explained that [...]
  • 14Aug '15

    Singapore’s Infinium Robotics in Talks With NASA to Build Drone Software


    “It is a blue ocean market. One hundred years ago, when the Wright brothers started manned aviation by being the first to fly using an airplane, people didn’t know what [...]
  • 14Aug '15

    Tips Om Succesvol Te Zijn in Het Veranderende Speelveld Van Fashion Retail [Tips To Be Successful in Changing the Playing Field of Fashion Retail]

    GfK Nieuws

    The Dutch fashion retail industry is a red ocean, according to this GfK Nieuws article. In the past eight years, spending on fashion in the Netherlands has fallen by as [...]
  • 11Aug '15

    Is Salesforce Next?

    Pombriant, D.
    Enterprise Irregulars

    “What links GE, Alphabet, Berkshire Hathaway and many others is a Blue Ocean Strategy,” says Denis Pombriant, the Managing Principal at Beagle Research Group and continues to say that “[Blue [...]

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