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

In this enduring bestseller, embraced by organizations and industries worldwide, globally renowned management visionaries W. Chan Kim and Renée Mauborgne challenge conventional wisdom about the prerequisites for strategic success. BLUE OCEAN STRATEGY, acknowledged as one of the most influential strategy books ever written, has now been updated with fresh insights from the authors. The book contends that fierce competition merely leads to a bloody red ocean, where rivals fight over a diminishing profit pool. Drawing from an extensive study of 150 strategic moves spanning over 100 years across 30 industries, the authors argue that sustained success emerges not from intense competition but from the creation of "blue oceans"—unexplored market spaces brimming with opportunities for growth.