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.