Blue Ocean Strategy

Blue Ocean Strategy

How to Create Uncontested Market Space and Make the Competition Irrelevant

Book - 2005
Average Rating:
Rate this:
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.

Published by Harvard Business Review Press.
Publisher: Boston : Harvard Business School Press, c2005.
ISBN: 9781591396192
Branch Call Number: 658.802 Kim an 33164003614273 nf 42.00 nf 202540 cpy 1 aurora
658.802 Kim
Characteristics: xv, 240 p. : ill.
Additional Contributors: Mauborgne, Renée


From the critics

Community Activity


Add a Comment
Mar 30, 2019

The blue ocean strategy is a groundbreaking book on how to scale your business and grow it exponentially. It teaches the reader what to do when starting a new business and which direction to go to. For example, the entertainment company Cirque Du Soleil used the strategy in the book and moved from a red ocean infested with a lot of competition to a blue ocean. They did this by doing something completely different from what everyone else was doing. And by doing so they made huge profits and saved their company. This book really shows readers why they are not reaching their goals in sales and profits. It is because of value innovation which is emphasized a lot throughout this book. Another company which was used as an example in this book was iTunes and how they changed the market from physical music to a digital platform without any illegal activity. When this happened all the other music companies had to compete with Apple after they went into a blue ocean. The difference between a red ocean and a blue ocean is simple:a red ocean wants to exploit existing demand while a blue ocean wants to create new demand.

Dr_Taco Oct 04, 2012

I had originally read the journal article which clearly articulates the blue ocean concept.

I planned to skim through this book thinking there wouldn't be much additional value. But the book provides several frameworks and steps to create a blue ocean in your industry.

If you're looking to create a blue ocean in your industry I'd recommend using this as a step-by-step 'workbook'/guide.

N.B. Richmond Hill residents have access to Markham Public Library's catalogue which has the e-book for free download.

Age Suitability

Add Age Suitability

There are no age suitabilities for this title yet.


Add a Summary

There are no summaries for this title yet.


Add Notices

There are no notices for this title yet.


Add a Quote

There are no quotes for this title yet.

Explore Further

Browse by Call Number


Subject Headings


Find it at APL

To Top