This website requires a newer version of Internet Explorer We recommend to update your browser to the latest version of Internet Explorer

Update your browser

The Book

Blue Ocean Strategy. How to Create Uncontested Market Space and Make the Competition IrrelevantNow updated & expanded
Get your copy today


Go where the profits and growth are and the competition isn’t.

A landmark work that upends traditional thinking about strategy, this bestselling strategy book, written by W. Chan Kim and Renée Mauborgne, challenges everything you thought you knew about strategic success and charts a bold new path to winning the future.

When first published in 2005, Blue Ocean Strategy 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. Based on over a decade-long study of 150 key strategic moves spanning more than a hundred years and thirty industries, the authors W. Chan Kim and Renée Mauborgne argue that cutthroat competition results in nothing but a bloody red ocean of rivals fighting over a shrinking profit pool and that lasting success comes not from battling competitors but from creating “blue oceans” – untapped new market spaces ripe for growth. Kim and Mauborgne present a systematic approach to making the competition irrelevant, outlining principles and tools any organization can use to create and capture their own blue oceans.

Embraced by organizations and industries worldwide, Blue Ocean Strategy 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, consider it your guide to creating uncontested market space – and making the competition irrelevant.