Blue Ocean Strategy

Blue Ocean Strategy (2004) is a business classic that revolutionized the way companies think about market competition. It explains why some businesses can grow uncontested, while the rest tear each other to bits in a hypercompetitive environment.

• entrepreneurs eager to get ahead of their competition
• investors deciding which companies to back
• business students who want to better understand market forces

W. Chan Kim and Renée Mauborgne are professors of strategy at INSEAD, an international business school with campuses in France, Abu Dhabi, and the US. Their business classic Blue Ocean Strategy sold over four million copies worldwide. In 2017, its follow-up Blue Ocean Shift became a New York Times best seller. In 2019, Kim and Mauborgne were named the number one management thinkers in the world by Thinkers50.