Blue Ocean Strategy, Expanded Edition

A global phenomenon now published in a record 44 languages. Over 3.5 million copies sold. A bestseller across five continents. 

Your Guide to Creating Uncontested Market Space-and Making the Competition Irrelevant 

This international bestseller, embraced by organizations and industries worldwide, challenges everything you thought you knew about the requirements for strategic success. 

Now updated with a new chapter and additional content from the authors, Blue Ocean Strategy 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 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. 

“Blue Ocean Strategy : A bestseller across 5 continents. More than 3.5 million copies sold worldwide. Translated into 43 languages. A Wall Street Journal , BusinessWeek , and Fast Company bestseller.”

"one of the bestselling business books of the century" — Financial Times

"Blue Ocean Strategy is the most successful book on business master-planning" — The Economist

"A great read for any leader looking to get a real edge in business and establish a real competitive advantage in the market." — Qantas The Australian Way

Praise for Blue Ocean Strategy:

• A bestseller across 5 continents
• More than 4 million copies sold worldwide
• Translated into 49 languages
• A Wall Street Journal, BusinessWeek, and Fast Company bestseller
• Thinkers50 Strategy Award for Best Business Book of the decade
• The Fast Company Leadership Hall of Fame
• Winner of the Carl S. Sloane Award for Excellence in Management Consulting

W. Chan Kim and Renee Mauborgne are Professors of Strategy at INSEAD and Codirectors of the INSEAD Blue Ocean Strategy Institute. They are the authors of the recently released USA Today bestseller, Beyond Disruption: Innovate and Achieve Growth without Displacing Industries, Companies, or Jobs; the over 4-million copy global bestseller Blue Ocean Strategy, which is recognized as one of the most iconic and impactful strategy books ever written; and The New York Times and #1 Wall Street Journal bestseller, Blue Ocean Shift. Blue Ocean Strategy is being published in a record-breaking 49 languages and is a bestseller across five continents. In 2023, on its 100th anniversary, HBR honored Kim and Mauborgne as two of its four most influential authors for their contribution to management research and ideas. In 2019 they were also named the most influential management thinkers in the world by Thinkers50. They are the founders of the Blue Ocean Global Network. For more on these authors and their new book, BEYOND DISRUPTION, see blueoceanstrategy.com.

A global phenomenon now published in a record 44 languages. Over 3.5 million copies sold. A bestseller across five continents. Your Guide to Creating Uncontested Market Space--and Making the Competition Irrelevant This international bestseller, embraced by organizations and industries worldwide, challenges everything you thought you knew about the requirements for strategic success. Now updated with a new chapter and additional content from the authors , Blue Ocean Strategy 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 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.

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