Since time immemorial, companies have fought head-to-head in pursuit of steady, profitable growth. They’ve strived for competitive advantage, greater market share, and differentiation.
But in today’s oversaturated industries, direct competition yields little—except what is known as getting trapped in a “red ocean,” where rivals battle over shrinking profits in a bloody fight for survival. In this book, W. Chan Kim and Renée Mauborgne challenge your assumptions about gaining a competitive edge. They argue that while most companies compete in such red oceans, the likelihood that this strategy will lead to profitable growth in the future is diminishing.
Kim and Mauborgne studied 150 strategic moves across thirty industries spanning more than a century. Based on this research, they demonstrate that the companies that will lead in the future are those that don’t fight rivals, but rather create and capture new market spaces—“blue oceans”—where competition becomes irrelevant. These strategic moves are called “value innovations,” through which competition is rendered obsolete and new demand is unlocked.
Blue Ocean Strategy offers a systematic approach to making the competition irrelevant. In this thought-provoking book, Kim and Mauborgne introduce proven analytical tools and frameworks to help you successfully create and dominate blue
oceans.
The book also answers one of the most crucial questions: What truly sets market-creating strategies apart from competitive market strategies?
And why should we even consider thinking in terms of blue oceans? Because this model generates new demand, drives sales and revenue growth without the pain of cutthroat competition, and expands market opportunities into untapped, unexplored areas.
