BLUE OCEAN STRATEGY
Winning by not competing: a fresh approach to strategy.
Since the dawn of the industrial age, companies have engaged in head-to-head competition in search of sustained, profitable growth. They have fought for competitive advantage, battled over market share, and struggled for differentiation. Yet these hallmarks of competitive strategy are not the way to create profitable growth in the future.
In a book that challenges everything you thought you knew about the requirements for strategic success, W. Chan Kim and Renee Mauborgne argue that cut-throat 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 a hundred years and thirty industries, the authors argue that lasting success comes not from battling competitors, but from creating blue oceans: untapped new market spaces ripe for growth. Such strategic moves, which the authors call value innovation create powerful leaps in value that often render rivals obsolete for more than a decade.
Blue Ocean Strategy presents a systematic approach to making the competition irrelevant and outlines principles and tools any company can use to create and capture blue oceans. A landmark work that upends traditional thinking about strategy, this book charts a bold new path to winning the future.
W. Chan Kim is The Boston Consulting Group Bruce D. Henderson Chair Professor of Strategy and International Management at INSEAD and an advisory member for the European Union.
Renee Mauborgne is The INSEAD Distinguished Fellow and a professor of strategy and management and a Fellow of the World Economic Forum. Together, they have written for the Wall Street Journal, New York Times, and Financial Times, and their Harvard Business Review articles have sold over 500,000 reprints.
They were selected for Thinkers 50, the global ranking of business thinkers, and The Sunday Times (London) called them ?two of Europe?s brightest business thinkers?Kim and Mauborgne provide a sizeable challenge to the way managers think about and practice strategy.? They split their time between New York and Fontainebleau, France.