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Welcome to the INSEAD Blue Ocean Strategy Institute


INSEAD Professors W. Chan Kim and Renée Mauborgne

Creators of Blue Ocean Strategy

Co-directors of the INSEAD Blue Ocean Strategy Institute 


The INSEAD Blue Ocean Strategy Institute (IBOSI) was launched in 2007 as a result of the strong interest around the globe in the theory of blue ocean strategy created by INSEAD Professors W. Chan Kim & Renée Mauborgne.

Today the Institute thrives as an intellectual hub with its Institute Executive Fellows coming from the best schools across the globe.


Blue Ocean Awards Ceremony 2016


IN THE SPOTLIGHT                      

The Updated and Expanded Edition is out



The groundbreaking book by W. Chan Kim and Renée Mauborgne has sold 3.6 million copies, is published in a record-breaking 44 languages and is a bestseller across five continents — now updated and expanded with new content.

To learn more

The INSEAD Blue Ocean Strategy Institute presents the INSEAD edition of the Blue Ocean Strategy booklet!


Designed and created by IBOSI, the Blue Ocean Strategy booklet contains a full set of articles written on a series of topics from the state of Blue Ocean Strategy teaching in both executive and MBA education at INSEAD to its global influence in various sectors such as national government and high-school education. The booklet contains multi-media contents that readers can click through to watch videos and read e-books.

Download the PDF version of Blue Ocean Strategy Booklet here


Blue Ocean Awards 2016


Drybar: No cuts. No color. Just Blowouts!

"No cuts. No color. Just Blowout!", the tagline of Drybar, which turned an untapped opportunity into a $ 70 million business with 55 locations across the United States in just five years. Find out how.


Compte-Nickel: Creating New Demand in the Retail Banking Sector

While traditional banks invested in technology to win market share, Compte-Nickel created a blue ocean by looking at noncustomers: low-income earners and people facing financial exclusion. Get the case.


The Marvel Way: Restoring a Blue Ocean

By Kim, W. Chan, Mauborgne, Renée, Olenick, Michael

Video and lecture slides available here: free download

The Marvel Way: Restoring a Blue Ocean explores one of the greatest turnarounds in modern business history. This case comes with a two-part video interview with CEO Peter Cuneo who explains how Marvel created a Blue Ocean.

Founded in 1939, Marvel Comics initially struggled in a red ocean producing primarily me-to knock-off comic books. In the early 1960's the business took a blue ocean turn by focusing on noncustomer college students. Marvel invented characters that were people first and superheroes second: Spider-Man, The Hulk, Iron Man, the X-Men. The business thrived. By the 1980's value extractors took over Marvel, badly misaligning value, profit, and people. In late 1996 Marvel filed for bankruptcy, a victim of red ocean management practices. New management purchased the business out of bankruptcy in 1998 but faced a daunting task: Marvel owed $30 million in annual interest payments on a $250 million loan, cash was so tight that they almost missed payroll, and movie rights for many of their best characters were licensed to others. First managers stabilized the business then Marvel created a new type of blue ocean that went on to produce the most profitable movie franchise in history. Just over a decade after exiting bankruptcy a debt-free Marvel sold itself to Disney for $4.2 billion.


Blue Ocean Strategy in MBA Education


Blue Ocean Strategy in Executive Education