Blue Ocean Strategy. How to Create Uncontested Market Space and
Make the Competition Irrelevant (Harvard Business School Press; February 3,
2005). W. Chan Kim and Renée Mauborgne.
Blue Ocean Strategy (BOS) is the result of a decade-long study of 150 strategic
moves spanning more than 30 industries over 100 years (1880-2000).
BOS is the simultaneous pursuit of differentiation and low cost.
The aim of BOS is not to out-perform the competition in the existing industry,
but to create new market space or a blue ocean, thereby making the competition
irrelevant.
BOS offers a set of methodologies and tools to create new market space.
While innovation has been seen as a random/experimental process where
entrepreneurs and spin-offs are the primary drivers – as argued by Schumpeter
and his followers – BOS offers systematic and reproducible methodologies and
processes in pursuit of innovation by both new and existing firms.
BOS frameworks and tools include: strategy canvas, value curve, four actions
framework, six paths, buyer experience cycle, buyer utility map, and blue ocean
idea index.
These frameworks and tools are designed to be visual in order to not only
effectively build the collective wisdom of the company but also to effectively
execute a strategy through easy communication.
BOS covers both strategy formulation and strategy execution.
The three key conceptual building blocks of BOS are: value innovation, tipping
point leadership, and fair process.
© Kim & Mauborgne, 2007
An Ocean Of Success
Blue Ocean Strategy is an international best-seller, which has already broken
HBSP’s historical record for the highest number of foreign licenses ever
obtained. Over 1,000,000 copies were sold in the first year, and to date, the
book has been translated into 41 languages.
Find out more about Blue Ocean Strategy
Kim and Mauborgne, Europe’s Leading Strategy Guru Team.
W. CHAN KIM is Professor of Strategy and
International Management at INSEAD Business School, France.
He has previously served as a Professor at the University of Michigan Business
School and as a board member for a number of multinational corporations in
Europe, the United States and the Asia-Pacific region. He has published
numerous articles in the business press and is a frequent contributor to the
Financial Times and the Wall Street Journal. Professor Kim is also a Fellow of
the World Economic Forum.
RENEE MAUBORGNE is also a Professor of Strategy
and Management at INSEAD, as well as a Fellow of the World Economic Forum. Her
research has formed the basis for numerous articles published in the business
press. Professor Mauborgne’s current research focuses on strategy, innovation
and wealth creation in the knowledge economy.
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