Blue Ocean Strategy

Unknown, W. Chan Kim, Rene Mauborgne

Category: Business

Tags: Business

W. Chan Kim (Author), Rene Mauborgne (Author), Kim and Mauborgnes blue ocean metaphor elegantly summarizes their vision of the kind of expanding, competitor-free markets that innovative companies can navigate. Unlike red oceans, which are well explored and crowded with competitors, blue oceans represent untapped market space and the opportunity for highly profitable growth. The only reason more big companies dont set sail for them, they suggest, is that the dominant focus of strategy work over the past twenty-five years has been on competition-based red ocean strategies-i.e., finding new ways to cut costs and grow revenue by taking away market share from the competition. With this groundbreaking book, Kim and Mauborgne-both professors at Frances INSEAD, the second largest business school in the world-aim to repair that bias. Using dozens of examples-from Southwest Airlines and the Cirque du Soleil to Curves and Starbucks-they present the tools and frameworks theyve developed specifical