Blue Ocean Strategy

Blue Ocean Strategy challenges traditional competitive strategies by advocating for the creation of new, uncontested market spaces.

The authors, W. Chan Kim and Renée Mauborgne, argue that companies should focus on innovation to create 'blue oceans' of new demand, rather than competing in 'red oceans' of existing markets.

The book provides a systematic approach and tools for successfully formulating and executing blue ocean strategies, including the strategy canvas and the six principles of blue ocean strategy.

It highlights successful examples such as Cirque du Soleil and low-cost airlines, and offers guidance on overcoming organizational hurdles and aligning value, profit, and people propositions.