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Blue Ocean Strategy Q & A

Kim & Mauborgne Answer Your Questions Here

  • What motivated you to write an expanded edition of Blue Ocean Strategy?

    Kim & Mauborgne: Blue Ocean Strategy struck a chord with managers and executives around the world when it was published in 2005. Today, more than 3.5 million copies of the [...]

    What is new about the new edition of Blue Ocean Strategy?

    Kim & Mauborgne: The original Blue Ocean Strategy stimulated organizations around the world to pursue “blue oceans” of uncontested market space. The expanded edition brings all of the original case [...]
  • What is blue ocean strategy?

    Kim & Mauborgne: Blue ocean strategy is the simultaneous pursuit of differentiation and low cost to open up a new market space and create new demand. It empowers organizations by [...]

    What are red and blue oceans, and why do you use the colors red and blue?

    Kim & Mauborgne: We use the terms red and blue oceans to describe the market universe. Red oceans are all the industries in existence today—the known market space. In the [...]
  • How does blue ocean strategy fundamentally differ from red ocean strategy?

    Kim & Mauborgne: To sustain themselves in the marketplace, red ocean strategists focus on building advantages over the competition, usually by assessing what competitors do and striving to do it [...]

    Why are so many CEOs focused on the red ocean, while as you’re claiming, the money is increasingly in the blue ocean?

    Kim & Mauborgne: Blue and red oceans have always coexisted and always will. Practical reality, therefore, demands that companies understand the strategic logic of both types of oceans. At present, [...]
  • What makes blue ocean strategy imperative in today’s business climate?

    Kim & Mauborgne: Prospects in most established market spaces—red oceans—are shrinking steadily. Technological advances have substantially improved industrial productivity, permitting suppliers to produce an unprecedented array of products and services. [...]

    Are you saying red ocean strategy is no longer useful?

    Kim & Mauborgne: Absolutely not. It will always be important to swim successfully in the red ocean by out-competing rivals. Red oceans will always matter and will always be a [...]
  • In your research, why did you choose “strategic move” as your unit of analysis instead of the popularly used company or industry? And how do you define strategic move?

    Kim & Mauborgne: When we first asked ourselves if there is a systematic approach to create blue oceans, we began by looking at the basic unit of analysis used in [...]

    Is blue ocean strategy applicable to all types industries including businesses that are several steps upstream from consumers?

    Kim & Mauborgne: Yes, blue ocean strategy applies across all types of industries from the typical suspects of consumer product goods to B2B, industrial, pharmaceutical, financial services, entertainment, IT, and [...]
  • Is blue ocean strategy only intended for start-ups?

    Kim & Mauborgne: Whereas blue ocean strategies create new market space and change industry dynamics, they are not necessarily initiated by new entrants to an industry. In our work, we [...]