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How to Create Uncontested Market Space
and Make the Competition Irrelevant

Companies have long engaged in head-to-head competition in search of sustained, profitable growth. Yet in today’s overcrowded industries, battling head-on results in nothing but a bloody “red ocean” of rivals fighting over a shrinking profit pool.
Based on a study of 150 strategic moves spanning more than a hundred years and thirty industries, W. Chan Kim and Renée Mauborgne show that tomorrow’s leading companies will succeed not by battling competitors, but by systematically creating “blue oceans” of uncontested market space ripe for growth.
Blue Ocean Strategy presents a proven analytical framework and the tools for successfully creating and capturing blue oceans. Upending traditional thinking about strategy, this landmark book charts a bold new path to winning the future.