Blue Ocean Strategy was written by preeminent management thinkers Chan Kim and Renée Mauborgne.
The overarching theory behind Blue Ocean Strategy is that businesses should be focusing less on trying to compete in bloody, red oceans full of rivals and a diminishing profit pool and instead focus their efforts on creating new blue oceans of untapped markets for themselves.
It challenges the traditional norms of competitive strategy by arguing that when you create your own markets, you render the need to compete irrelevant. It outlines strategies, principles and tools any organizations can use to create and capture their own markets.
The book is based on over a decade-long study of 150 key strategic moves spanning more than a hundred years and thirty industries.
This bestseller also identifies strategies for those who feel their untapped markets may be ‘turning red’ as people begin to compete within their markets as well as helpful information about the importance of alignment and innovation.
This bestseller is for business owners of every shape and size, but mostly – it’s for those looking to improve their marketing strategies and stand out from the rest.