Blue Ocean Strategy

Synopsis

In this bestseller, management thinkers W. Chan Kim and Renée Mauborgne challenge conventional ideas about strategic success. Blue Ocean Strategy argues that cutthroat competition creates a "red ocean" of rivals and shrinking profits. Instead, the authors, through a study of 150 strategic moves over 100 years and 30 industries, show that lasting success comes from creating "blue oceans"—new market spaces ripe for growth.