Blue Ocean Strategy

Author Name: W. Chan Kim, Renée Mauborgne

This book—a global bestseller and embraced by organizations and industries—challenges everything you think you know about what strategic success requires.
Now revised with new content from the authors, this book emphasizes that brutal competition leads to nothing more than a bloody red ocean of rivals vying for a shrinking profit pool. Based on a study of 150 strategic moves (spanning over 100 years across 30 industries), the authors argue that lasting success comes not from competing rivals, but from creating “blue oceans”—new, untapped market spaces ripe for growth .
This book presents a systematic approach to making competition irrelevant and explains principles and tools that any organization can use to create and seize its own blue oceans. This extended edition includes :
A new introduction from the authors: Help! My Ocean Is Turning Red
Updates to all cases and examples in the book, bringing the book's stories into the future.
Two new chapters and an extended third chapter—Organization, Renewal, and Red Ocean Traps—which address the most pressing questions readers have asked over the past 10 years