Blue Ocean Strategy, Expanded Edition: How to Create Uncontested Market Space and Make the Competition Irrelevant
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OVER 4 MILLION COPIES SOLD WALL STREET JOURNAL AND BUSINESSWEEK BESTSELLER RECOGNIZED AS ONE OF THE MOST ICONIC AND IMPACTFUL STRATEGY BOOKS EVER WRITTENThe global phenomenon that has sold over 4 million copies, is published in a record-breaking 49 languages and is a bestseller across five continents—now updated and expanded with new content. Named by Fast Company as one of the most influential leadership books in its Leadership Hall of Fame. A strategy classic.In this perennial bestseller, embraced by organizations and industries worldwide, globally preeminent management thinkers W. Chan Kim and Renée Mauborgne challenge everything you thought you knew about the requirements for strategic success. Recognized as one of the most iconic and impactful strategy books ever written, BLUE OCEAN STRATEGY, now updated with fresh content from the authors, argues 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.BLUE OCEAN STRATEGY presents a systematic approach to making the competition irrelevant and outlines principles and tools any organization can use to create and capture their own blue oceans. This expanded edition includes:A new preface by the authors: Help! My Ocean Is Turning RedUpdates on all cases and examples in the book, bringing their stories up to the present timeTwo new chapters and an expanded third one—Alignment, Renewal, and Red Ocean Traps—that address the most pressing questions readers have asked over the past 10 yearsA landmark work that upends traditional thinking about strategy, this bestselling book charts a bold new path to winning the future. Consider this your guide to creating uncontested market space—and making the competition irrelevant.To learn more about the power of BLUE OCEAN STRATEGY, visit blueoceanstrategy.com. There you'll find all the resources you need—from ideas in practice and cases from government and private industry, to teaching materials, mobile apps, real-time updates, and tips and tools to help you make your blue ocean journey a success. Read more
Publisher : Harvard Business Review Press
Publication date : January 20, 2015
Edition : Expanded
Language : English
Print length : 320 pages
ISBN-10 : 1625274491
ISBN-13 : 96
Item Weight : 1.19 pounds
Reading age : 10 years and up
Dimensions : 6.3 x 1.3 x 9.2 inches
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Top Amazon Reviews
Format: Hardcover
As the author of twenty-two books on organizational development, it pains me to say this but Blue Ocean Strategy is the finest book on business strategy that I have ever read. It is groundbreaking, practical, powerful and useful in the most fundamental terms possible. One of the more important contributions that Blue Ocean Strategy makes is the notion that the system we use to think through a problem tends to determine the (form or type of) answer that we will eventually come up with. The author’s example of this of course is that the market is presented to us as a two-headed supply and demand monster (my analogy, not theirs) which historically inclines us to think historically on the supply side of that equation as opposed to the demand side. This of course leads even bends us to a “me too” mind-set frothing about, even spilling our blood in an infinitely red ocean. BOS helps us to think “systematically” on the “demand” side of the question. They show us “systematically how to innovate something that customers don’t even know they need, nor do our competitors by the way, and thus we are able to render the competition irrelevant. In other words with this book the authors show how to not compete in a market, but how to create the market. Then the authors show the six ways we can “systematically” think our way through on the demand side of the equation to a solution that is innovative and strongly needed by the market. There are several other very powerful concepts, posited in Blue Ocean strategy, primarily around the systematization of the innovation process and the persnickety issues of follow-through that every leader needs to know. I think that every business leader would do well to read this book. I am quite sure that it is destined to become a classic as I’m sure it likely already is. Gary "Buddy" Burge Ph.D. “The CEO Coach” 96 Hedgerow Lane Kleinburg, Ontario L0J 1C0 905-893-2463 [email protected] www.buddyburge.com
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Reviewed in the United States on March 25, 2015 by Buddy Burge
Kim and Mauborgne's approach to strategy is refreshing. Instead of measuring yourself against the competition, measure how much value you can create for your customers. The book is in three parts, first describing what is a "Blue Ocean Strategy", then how to define it for your business, and concluding with how to implement it. The second part of the book is what impressed me the most: the step-by-step process of zeroing in on what I call your "secret sauce", the specific elements of the value you bring to your clients that set you apart from everyone else. It is the best book that I've read so far that lays out a logical and demonstratable process to identify this. The authors provide many real-life examples to illustrate each aspect of the process. The third part of the book, on overcoming internal barriers to implementing the BOS in an organization, lays out the pitfalls that await a change leader, along with tactics to overcome them. I would have liked the examples to be a bit more varied for this third part. Full of practical and real-life examples, the authors have convinced me of the power of this approach to business excellence. Now all I have to do is to get my colleagues and my clients to agree to the process, too... This book was surprisingly quick for me to read despite the depth of the subject. Highly recommended both for startups and for existing SMEs who want to become the go-to provider in their field.
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Reviewed in the United States on August 23, 2010 by DavenderG
As a strategy consultant, I am always looking for new methods, frameworks, and tools related to corporate strategy. This book, Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant, presents a simple, cohesive, and practical framework to think about value innovation and corporate strategy. The core concepts of the book, red oceans and blue oceans, are intuitive and lead to interesting insights. The authors present some unique case studies and provide a plethora of visual tools and strategies to implement blue ocean concepts. So what are red oceans and blue oceans? Red oceans are contested market space where existing competitors struggle with each other for customers and profit. This ocean that they exist in is bloodied by competition, and is not where you want your company to be. Blue oceans are uncontested market space, pools of demand and customers that have not been reached by any competitor. The reason for this is that the blue ocean is masked by conventional wisdom and product/service design. To open blue oceans, companies must look at their products, customers, non-customers, and industry in new ways. This book provides tools to accomplish this and illustrates them well with examples such as Cirque Du Soliel and Southwest Airlines. The book has been criticized for being simplistic, catchy, and for borrowing concepts from others. However, when you look at corporate strategy, it is a field which has been examined thoroughly and completely. Hundreds of frameworks, concepts, and tools have been developed and re-hashed. When I think about strategy, this is not the only framework I'm going to use, which is okay. I'm not looking for one solution to all problems. What this book provides is a fresh way of looking at competitive strategy and some simple tools. This book is not a weighty tome, is quick to read, and is easy to understand. This is something I relish. As a strategy consultant, I work alongside my clients to critique current strategies and develop strategies for the future. In that context, simple is better. This book tries to keep things simple and does not bog things down with weighty research and financial analysis. To some, this will be a deal-breaker. There are strategy people out there who think that coming up with presentation full of scientific looking research methodologies and reams of spreadsheet analysis means they've done their job. This is not the case. Developing a blue ocean strategy is not a simple process. You should do your due diligence and consider financial analysis and market projections. However, you cannot let these things bog you down. This is why so many strategies fail or are never implemented. This book is not a panacea which will show you how to dominate your market. It isn't meant to be. What you will gain from this book is another way of thinking about strategy, some useful tools, and case studies to illustrate how to use things. The rest is up to you. Key Reasons To Buy: * Concise and easy to understand * Presents intuitive and applicable concepts related to strategy and innovation * Provides tools and case studies to illustrate concepts as well as conceive/execute blue ocean strategy on your own Perceived Weaknesses: * Some frameworks are derivative in nature * Research is not rigorous or quantitative
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Reviewed in the United States on January 25, 2009 by Brian
Unlike most reviewers I come to Blue Ocean strategy as a marketer and product developer, rather than a strategic consultant. I've used the Blue Ocean Strategy/Value Innovation toolset to help develop several new products and businesses, some for small startups and others for Fortune 500 companies. I've also been developing products and businesses long before coming across the BOS toolset so can put the tools into perspective. To summarize: Blue Ocean Strategy serves as a pragmatic rudder. It isn't the ship itself: you still need creativity, good business insight, and -- when applicable -- clever engineers. But it shows the marketer where to steer the energies of those teams so they're not forever caught in the traditional red ocean fights most businesspeople are accustomed to. Under the "old" pre-Blue Ocean Strategy model marketers might spend a large amount of time and money navigating through red oceans: duking it out with competitors, suppliers, customers, and resellers a la Porter's Five Forces. Blue Ocean Strategy instead provides a framework and tools to minimize or avoid that time consuming and often futile fight. Blue Ocean Strategy guides the business and/or product developer to offerings so unique competition becomes irrelevant. A summarization of the framework here would be superficial so, instead, I'll use an example. When developing a new product that had traditionally been in the realm of purely functional -- with the traditional characters bickering over features and price -- I realized from a BOS six-paths study that the product had a counterintuitive emotional appeal. Switching a marketing message from functional to emotional gave me a strategic advantage, substantively helping to differentiate my offering from others. Whether you're a student studying product development, or the senior manager of a large company, I strongly recommend working with the value innovation methodologies outlined in Blue Ocean Strategy.
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Reviewed in the United States on March 24, 2005 by M. Olenick
Format: Kindle
I have read many business books and am an MBA from University of Maryland, Smith School of Business (a great program), so I have also read many business textbooks. This book is not a textbook, but has a systematic approach that entrepreneurs can use in developing lines of business or recreating them in a profitable manner. I particular like that it does not use a "wild west" approach but still encourages you to explore and take risks, just calculated risks. Beginning in 2025, our startup of a bootstrap business has made great use of this older book with weekly meetings on each chapter and the book assigned business development/idea activities. Using Blue Oceans, our startup is now making significant dollars and paying employee salaries. It takes time (~ 6 months) to properly work through this awesome book (not simply read it), but if you want a better shot at succeeding while minimizing costs and unlocking new business development ideas, this book is the pinnacle of great. I hear "Blue Ocean Strategy, Enhanced Edition: How to Create Uncontested Market Space" is being released in ~May 2026. Note that I am 100% unaffiliated with this book and do not know the author.
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Reviewed in the United States on March 8, 2026 by The Scarp
Format: Hardcover
🌟 Dive into the world of strategic innovation with "Blue Ocean Strategy, Expanded Edition: How to Create Uncontested Market Space." This groundbreaking book presents a fresh approach to business strategy, guiding readers on how to discover new market opportunities and create uncontested space for growth. Get ready to embark on a journey of strategic discovery and unlock your organization's full potential! 🌟 🌼 Top 5 Takeaways 🌼 1️⃣ Beyond Competition: "Blue Ocean Strategy" challenges the traditional approach of competing in crowded market spaces. It introduces a concept of creating uncontested market space, allowing organizations to break free from fierce competition and open up new avenues for growth and success. 2️⃣ Value Innovation: The book emphasizes the importance of value innovation, which involves delivering exceptional value to customers while simultaneously reducing costs. By focusing on both differentiation and low cost, organizations can unlock new market opportunities and redefine industry boundaries. 3️⃣ Strategic Framework: "Blue Ocean Strategy" provides a practical framework for identifying and developing blue ocean opportunities. It guides readers through a systematic process of analyzing existing markets, exploring new customer segments, and creating innovative value propositions that disrupt traditional industry norms. 4️⃣ Real-Life Examples: The book features numerous real-life examples and case studies that illustrate successful blue ocean strategies across different industries. These examples offer valuable insights into how organizations have created uncontested market space and achieved significant growth and success. 5️⃣ Implementation Roadmap: In addition to theory and concepts, "Blue Ocean Strategy" offers a roadmap for implementation. It provides practical guidance on how to overcome organizational hurdles, align stakeholders, and execute blue ocean strategies effectively, making it a valuable resource for turning concepts into action. ⭐ Pros ⭐ ✅ Fresh approach beyond traditional competition. ✅ Emphasis on value innovation for growth and success. ✅ Strategic framework for identifying blue ocean opportunities. ✅ Real-life examples across various industries. ✅ Implementation roadmap for effective execution. ⛔ Cons ⛔ ❌ Requires adaptability and openness to challenge existing business practices. ❌ Some concepts may require careful adaptation to specific industries or contexts. 🌟 In summary, "Blue Ocean Strategy, Expanded Edition: How to Create Uncontested Market Space" is a groundbreaking resource for organizations seeking to break free from the confines of traditional competition and explore new market opportunities. With its strategic framework, real-life examples, and implementation roadmap, it provides valuable insights and practical guidance for organizations aiming to redefine industry boundaries and achieve sustainable growth. Dive into the blue ocean and unleash your organization's untapped potential with this transformative book! 🌟
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Reviewed in the United States on July 20, 2023 by Noemi
Format: Hardcover
I tried to like this book. It's taken me several months to get through it, and the biggest struggle has been because it's simply boring. The stories are long and drawn out, making it feel like it's never going to end. I give it a 2.5 star rating. I am a small business owner, and haven't worked for a large company in 16 years. I enjoy reading business books, and since this one came so highly rated, I figured it would be a great read. Unfortunately, it fell short for me. That could be due to the fact that it's slightly dated or because I run my operation differently than a Fortune 500 company would. Either way, this was a tough one. That being said, I still took away a few nuggets of wisdom. Good reminders, like making sure I'm on the same page with my employees and that everyone knows their roles at all times. Exploring "non-customers," the people who are not yet doing business with you, and looking to businesses in other industries for ideas and inspiration.
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Reviewed in the United States on July 19, 2023 by smf
BLUE OCEAN STRATEGY: Authors - W. Chan Kim and Renee Mauborgne, distinguished Fellows of INSEAD, "the business school for the world, which brings together people, cultures and ideas from around the world to change lives and to transform organizations" [...] Major article contributors to name a few, ie., the Harvard Business Review, Financial Times, Wall Street Journal and the New York Times, etc. Both founders of the Value Innovation Network (VIN) and Value Innovation Action Tank (VIAT) in Singapore. Summary - How do you create an uncontested market space and make the competition irrelevant? The content of this book is based on the authors believe that high growth and profits can be generated to produce new demand in uncontested and untapped market space, or "Blue Ocean" versus "Red Ocean" strategy, which the competitive rules are known and the industries market space boundaries are defined. Blue Ocean's proposed strategy is to differentiate between product/service and lower cost. This book provides career professionals with creative, insightful innovative ideas through consideration of utility placed on value, price and a cost affective strategy approach to gain uncontested market space. The impact of their strategies will enable a company to position themselves within new market space to sustain profit, growth and maneuver successfully through the worldwide sensitivities, competition and uncertainties affected by the factors and variables of a global economy. The authors provide proven cases, models strategies and examples which substantiate their approach. What five things gleaned from this book regarding the importance of Blue Ocean Strategies are: 1. Marketing leaders would be wise to consider the opportunities of redefining and reconstructing buyer value elements and innovation to create new forms of strategy leading to changes and discovery of recombination(s) and find new solutions to subsystem activities, to serve and reinforce an existing strategic position. 2. Companies would do well to capture the mass of target buyers from the outset and expand the size of the market by offering radically superior value benefits at price points accessible to them. 3. The focus of Blue Ocean Strategy does not restrict output at a high price but rather on creating new aggregate demand through a leap in buyer value at an accessible price. This creates a strong incentive, not only to reduce costs to the lowest possible level at the start but also to keep it that way over time to discourage potential free-riding imitators. 4. Firms with monopolistic positions often do not focus on efficiency and cost reduction and hence consume more scarce resources, consumer demand drops and prices artificially increase. The monopolistic practice, by consuming more of the society's resources, incurs dead weight loss for the society at large and achieved at the expense of consumers and society at large. 5. Learning to develop a Blue Ocean Strategy approach of non-rival and non-excludable goods, such as knowledge, ideas and entrepreneur ingenuity cannot be reproduced and have potential to increase growth. Concluding that Blue Ocean Strategy is based on a non-combative approach to a win-win break through in value achieved by innovation to create new forms of strategy leading to changes and discovery of recombination(s) and finding new solutions to subsystem activities, to serve and reinforce existing strategic position. Buyers win and society at large benefits from improved efficiency.
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Reviewed in the United States on February 9, 2011 by Teresa K. Fewell