How Blue is Your Ocean?® 

Is your company facing heightened competition from domestic and international rivals?

Do your sales representatives increasingly argue they need to offer deeper and deeper price discounts to make sales?

Are you finding you need to advertise more to get noticed in the marketplace, yet the impact of each advertising dollar spent is falling?

Is your company focused more on cost cutting, quality control, and brand management at the expense of growth, innovation, and brand creation?

Do you blame your slow growth on your market?

Do you see outsourcing to low cost companies or countries as a principal prerequisite to regain competitiveness?

Are mergers and acquisitions the principal means your company sees to grow?

Is it easier to get funding to match a strategic move made by your competitor than it is to get internal funding to support a strategic move that allows you to break away from the competition?

Is commoditization of offerings a frequent worry of your company?

List your key competitive factors; now list your competition’s. Are they largely the same? 

Awards 

Blue Ocean Strategy 

Making the competition irrelevant  

 

 

 

Companies have long engaged in head‐to‐head 

competition in search of sustained, profitable 

growth. They have fought for competitive 

advantage, battled over market share, and struggled for differentiation.   

Yet in today’s overcrowded industries, competing 

head‐on results in nothing but a bloody “red 

ocean” of rivals fighting over a shrinking profit 

pool. In a book that challenges everything you 

thought you knew about the requirements for 

strategic success, W. Chan Kim and Renée 

Mauborgne contend that while most companies 

compete within such red oceans, this strategy is 

increasingly unlikely to create profitable growth in the future.   

Based on a study of 150 strategic moves spanning 

more than a hundred years and thirty industries, 

Kim and Mauborgne argue that tomorrow’s 

leading companies will succeed not by battling 

competitors, but by creating “blue oceans” of 

uncontested market space ripe for growth. Such 

strategic moves—termed “value innovation”—

create powerful leaps in value for both the firm and 

its buyers, rendering rivals obsolete and unleashing new demand.  

Blue Ocean Strategy provides a systematic 

approach to making the competition irrelevant. In 

this frame‐changing book, Kim and Mauborgne 

present a proven analytical framework and the 

tools for successfully creating and capturing blue 

oceans. Examining a wide range of strategic moves 

across a host of industries, Blue Ocean Strategy 

highlights the six principles that every company 

can use to successfully formulate and execute blue 

ocean strategies. The six principles show how to 

reconstruct market boundaries, focus on the big 

picture, reach beyond existing demand, get the 

strategic sequence right, overcome organizational hurdles, and build execution into strategy.  

Upending traditional thinking about strategy, this 

landmark book charts a bold new path to winning the future. 

How to Create Uncontested Market Space and Make the Competition Irrelevant  

Published in  41 Languages Worldwide !