Blue ocean strategy by w chan kim and renee mauborgne

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blue ocean strategy by w chan kim and renee mauborgne

Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant by W. Chan Kim

The global phenomenon, embraced by business worldwide and now published in more than 40 languages.

This international bestseller challenges everything you thought you knew about the requirements for strategic success.

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, as this influential and immensely popular book shows, these hallmarks of competitive strategy are not the way to create profitable growth in the future.

In the international bestseller Blue Ocean Strategy, W. Chan Kim and Renee Mauborgne argue 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), 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 their own blue oceans. A landmark work that upends traditional thinking about strategy, this bestselling business book charts a bold new path to winning the future.
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Interview With Renee Mauborgne, Professor Of Strategy At INSEAD & Co-Author Of Blue Ocean Shift Blue Ocean Strategy by W. Chan Kim and Renee Mauborgne. Competing in overcrowded industries is no way to sustain high performance.
W. Chan Kim

About the Authors

Competing in overcrowded industries is no way to sustain high performance. The real opportunity is to create blue oceans of uncontested market space. Despite a long-term decline in the circus industry, Cirque du Soleil profitably increased revenue fold over the last ten years by reinventing the circus. Rather than competing within the confines of the existing industry or trying to steal customers from rivals, Cirque developed uncontested market space that made the competition irrelevant. Cirque created what the authors call a blue ocean, a previously unknown market space. In blue oceans, demand is created rather than fought over. There is ample opportunity for growth that is both profitable and rapid.

Blue ocean strategy is the simultaneous pursuit of differentiation and low cost to open up a new market space and create new demand. It is about creating and capturing uncontested market space, thereby making the competition irrelevant. It is based on the view that market boundaries and industry structure are not a given and can be reconstructed by the actions and beliefs of industry players. In their classic book, Blue Ocean Strategy , W. Red oceans are all the industries in existence today — the known market space. In red oceans, industry boundaries are defined and accepted, and the competitive rules of the game are known. Here, companies try to outperform their rivals to grab a greater share of existing demand.

For ten straight years, Kim and Mauborgne have been ranked in the top five management gurus in the world by Thinkers In less than a year since its publishing, Blue Ocean Shift is already a global bestseller and being translated into over 30 languages. To date, Blue Ocean Strategy and Blue Ocean Shift teaching materials have been adopted by over universities in over countries across the globe. BOGN embraces academics, consultants, executives, and government officers. About the Authors.

Blue Ocean Strategy is a marketing theory and the title of a book published in that was written by W.
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This article explains the Blue Ocean Strategy , developed by W. After reading you will understand the basics of this powerful strategy tool. The Blue Ocean Strategy BOS is the strategic organizational approach that is based on the principle that companies should not engage in a competitive struggle but that they should focus more on uncontested markets. Blue Ocean Strategy has been developed by W. This strategic move provides value development both for the organizations themselves and for potential buyers. These blue oceans document new markets and new opportunities.


  1. Mariangela R. says:

    Based on a study of strategic moves spanning more than a hundred years and thirty industries, authors W. Chan Kim and Renee Mauborgne argue that.

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