marketing
Blue Ocean Strategy
Blue Ocean Strategy is a business strategy book that promotes a systematic approach "for making the competition irrelevant." The authors, W.Chan Kim and Renee Mauborgne, are professors of Strategy and Management at INSEAD ( is an international graduate business school and research institution with campuses in France and in Singapore). A core idea is to create a leap in value for both the company and its buyers by breaking the differentiation/low cost trade-off and to align product value and profit propositions.
Blue Ocean Strategy is the result of a decade-long study of 150 strategic moves spanning more than 30 industries over a period of 120 years (1880-2000). In addition to retrospective case studies, the book offers theoretical approaches and practical tools to create and capture "blue oceans" of uncontested market space ripe for growth. Kim and Mauborgne argue that tomorrow’s leading companies will succeed not by battling competitors, but by creating these ‘blue oceans’.
This best seller sold more than a million copies in its first year of publication and is being published in 39 languages.
The Six Principles of Blue Ocean Strategy General Concept of Blue Ocean Strategy
The metaphor of red and blue oceans describes the market universe. Red oceans are all the industries in existence in today in the known market space. In the 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 product or service demand. As the market space gets crowded, prospects for profits and growth are reduced. Products become commodities or niche, and cutthroat competition turns the red ocean bloody. Hence, the term red oceans.
Blue oceans, in contrast, denote all the industries not in existence today in the unknown market space, untainted by competition. In blue oceans, demand is created rather than fought over. There is ample
Blue Ocean Strategy is a business strategy book that promotes a systematic approach "for making the competition irrelevant." The authors, W.Chan Kim and Renee Mauborgne, are professors of Strategy and Management at INSEAD ( is an international graduate business school and research institution with campuses in France and in Singapore). A core idea is to create a leap in value for both the company and its buyers by breaking the differentiation/low cost trade-off and to align product value and profit propositions.
Blue Ocean Strategy is the result of a decade-long study of 150 strategic moves spanning more than 30 industries over a period of 120 years (1880-2000). In addition to retrospective case studies, the book offers theoretical approaches and practical tools to create and capture "blue oceans" of uncontested market space ripe for growth. Kim and Mauborgne argue that tomorrow’s leading companies will succeed not by battling competitors, but by creating these ‘blue oceans’.
This best seller sold more than a million copies in its first year of publication and is being published in 39 languages.
The Six Principles of Blue Ocean Strategy General Concept of Blue Ocean Strategy
The metaphor of red and blue oceans describes the market universe. Red oceans are all the industries in existence in today in the known market space. In the 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 product or service demand. As the market space gets crowded, prospects for profits and growth are reduced. Products become commodities or niche, and cutthroat competition turns the red ocean bloody. Hence, the term red oceans.
Blue oceans, in contrast, denote all the industries not in existence today in the unknown market space, untainted by competition. In blue oceans, demand is created rather than fought over. There is ample