high performance. The real opportunity is to create blue oceans of uncontested market space. Blue Ocean Strategy. W. Chan Kim · Renee Mauborgne. Blue Ocean Strategy is a marketing theory from a book published in which was written by W. Chan Kim and Renée Mauborgne, professors at INSEAD. Blue Ocean Strategy has ratings and reviews. Hal said: The Renée Mauborgne (Goodreads Author) . W. Chan Kim and Renée Mauborgne.

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Hence, competition, the supply side of the equation, becomes the defining variable of strategy. Sometimes it gets a little self-helpy in the strategyy that creates its own vocabulary and repeats them ad nauseaum until we can’t take it anymore. Harvard Business School Press. The second part describes the four principles of blue ocean strategy formulation. This is a very good book.

Blue Ocean Strategy – Wikipedia

This is achieved via the simultaneous pursuit of differentiation and low-cost. Talk to and observe customers, non-customers, users. Mar 11, Elvin rated it really liked it. They have fought for compet The global phenomenon, embraced by business blye and now published in more than 40 languages. Feb 19, Trevor rated it really liked it.

Seek key commonalities in what buyers value, rather than trying to embrace customer differences through mauorgne customization and segmentation. Careful readers can find better meals on which to chew.

When placing this tag, consider associating this request with a WikiProject. But head-to-head competition has its own limitation.

In blue oceans, competition is irrelevant because the rules of the game are waiting to be set. July Learn how and when to remove this template message.

Some reviewers accuse it of nitpicking evidences, but business is already a tricky area for scientific exactness: I believe he made for him self a blue ocean consultancy business and this book was the start of it?

Return to Book Page. Chan Kim Goodreads Author. This is “blue ocean” strategy – in which you are the only fish chzn a big pond.

A strategic move is the set of managerial actions and decisions involved in making a major market-creating business offering. Preview — Blue Ocean Strategy by W. This has caused some companies, including my local cable TV company giving their customers the feeling that they don’t treasure their existing customers and are just nice to the new ones.


To sustain themselves in the marketplace, practitioners of red ocean strategy focus on building advantages over the competition, usually by assessing what competitors do and striving to e it better. The writing style is crisp. To them, extra demand is out there, largely untapped.

These implementation principles are essential for leaders to overcome the four key organizational hurdles that can prevent even the best strategies from being executed. Hence, a critical question is whether this book and its related ideas are descriptive rather than prescriptive.

It will revolve around the product differentiation and niche market. The Starwood experience “Archived copy”. Which factors should be raised well above the industry’s standard? View all 10 msuborgne. The theory itself is pretty obvious when you look at it – basically it argues that making a profit in any commodities market boils down to reducing costs, and that when your competitors cannot directly compete against Kind of a stupid book.

It is a complicated task to review a non-fiction. So oceab are the parameters upon which I see the book. The research process followed by the authors has been criticized on several grounds.

From Wikipedia, the free encyclopedia. Which of the factors that the industry takes for granted should be eliminated? No trivia or quizzes yet.

These four formulation principles address how an organization can create blue oceans by looking across the six conventional boundaries of competition Six Paths Frameworkreduce their planning risk by following the four steps of visualizing strategy, create new demand by unlocking the three tiers of noncustomers and launch a commercially viable blue ocean idea by aligning unprecedented utility of an offering with strategic pricing and target costing and by overcoming adoption hurdles.

Get feedback on alternative strategy canvases from customers, competitors’ customers, and non-customers. Draw your “to be” strategy canvas based on insights from field observations.

As the market space gets crowded, prospects for profits and growth are reduced. They fall into one of three categories: They’re also very forthcoming in saying that there are no companies that have been producing blue oceans all the time so it’s unlikely we’ll ever see one, but it’s still important to look for it and build it, creating new markets and driving people towards these new markets so you can grow your business or create a new business that is not going to be fighting every step along the way with other incumbents.


The examples are not really helpful. Blue oceans, in contrast, denote all the industries not in existence today — the unknown market space, untainted by competition. In the book the authors draw the attention of their readers towards the correlation of success stories across industries and the formulation of strategies that provide a solid base to create unconventional success — a strategy termed as “blue ocean strategy”. The authors justify with original and practical ideas that neither the company nor the industry is the best unit of analysis of profitable growth; rather it is the strategic move that creates “blue ocean” and sustained high performance.

Unlike the “red ocean strategy”, the conventional approach to business of beating competition derived from the military organization, the “blue ocean strategy” tries to align innovation with utility, price and cost positions.

Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant

blke However, the book provides details into Southwest’s underlying business strategies that may not be well known. A landmark work that upends traditional thinking about strategy, this bestselling business book charts a bold new path to winning the future. See where your strategy needs to change. This well-written book seems like common sense however it is an eye-opener for less sophisticated colleagues who doesn’t know much about competitive advantage.