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The Concept



The global phenomenon created by W. Chan Kim & Renée Mauborgne that has sold 3.6 million copies, is published in a record-breaking 46 languages and is a bestseller across five continents—now updated and expanded with new content.


Blue Ocean Strategy embraced by organizations and industries worldwide, challenges everything you thought you knew about the requirements for strategic success. Now updated and expanded with fresh content from the authors, Blue Ocean Strategy argues that cutthroat competition 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 100 years across 30 industries), Kim and Mauborgne argue that lasting success comes not from battling competitors but from creating “blue oceans”—untapped new market spaces ripe for growth.


Blue Ocean Strategy presents a systematic approach to making the competition irrelevant and outlines principles and tools any organization can use to create and capture their own blue oceans. A landmark work that upends traditional thinking about strategy, this bestselling book charts a bold new path to winning the future. Consider this your guide to creating uncontested market space—and making the competition irrelevant.


To learn more about the power of blue ocean strategy, visit There you’ll find all the resources you need—from ideas in practice and cases from government and private industry,  to real-time updates, and tips and tools to help you make your blue ocean journey a success.



We invite you to visit the INSEAD Blue Ocean Strategy YouTube Channel featuring Course Introduction Videos, Blue Ocean Strategy App Introduction Videos and many more...