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Learn the key ideas of the book by Renée Mauborgne , W. Chan Kim

Blue Ocean Strategy

How to create a market and make the competition irrelevant

Blue Ocean Strategy is a model that has revolutionised the business world by explaining how to identify markets in which a company can grow almost without any competition. This book, written by W. Chan Kim and Renée Mauborgne, offers us a highly replicable method which has already been adopted by thousands of companies around the world, and teaches us how to create a strategy and formulate a new vision for our companies that enables us to move our positioning from the red ocean of competition to a blue ocean, where our customers await.

Blue Ocean Strategy
Read in 14 min.
Listen in 17 min.

Many useful tips to:

  • Help entrepreneurs who are looking to create a new, untouched market space.
  • Offer a complete, logical and clear guide to the steps required to do so.
  • Serve anyone who is ready to put these working examples into practice and make their business a success.

The author of the book:

Renée Mauborgne is Professor of Strategy at INSEAD. She is also co-director of the INSEAD Blue Ocean Strategy Institute. She is an economist and a business theorist. Together with W. Chan Kim, she is recognised as one of the most influential management thinkers in the world.

W. Chan Kim is a professor of International Strategy and Management. He is also co-director of the Blue Ocean Strategy Institute at INSEAD (France), one of the most prestigious business schools in the world. Kim was a member of the board of multinationals and is a member of the World Economic Forum. In 2008 he was awarded the Nobel Colloquia Prize for Leadership in Business and Economic Thought.


How to get out of the red ocean of competition

Today, supply exceeds demand in many sectors, and therefore competition should not be at the heart of strategic thinking. Companies shouldn't be in the red ocean of competition, they should put the customer at the centre of their strategy and for this they need to create a Blue Ocean, that is, a new market, a move which makes the competition irrelevant. Strategy can shape the corporate structure to create a new commercial space.


The key ideas of "Blue Ocean Strategy"

How to get out of the red ocean of competition
The basics - how to create a blue ocean and do the preliminary analyses
Redefining market boundaries
Focus on the big picture, not on the numbers
Extend the dimension beyond existing demand
Follow the right strategic sequence
Overcoming the main organisational obstacles
Integrate the ways of implementation into the strategy itself
Align the value, profit and people propositions
Renewing the blue oceans
Take-home message

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