Blue Ocean Strategy

W. Chan Kim, Renée Mauborgne

Blue Ocean Strategy


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.