"You will dever again see your competition in quite the same light. Kim and Mauborgne present a compelling case for pursuing strate- gy with a! creative, not combative, approach, Their emphases on value innovation and stakeholder engagement alone make this book a mUst-read for both executives and students of business"

---Carlos Ghosn,President and CEO,Nissan Motor Co.,Ltd.

COMPANIES HAVE LONG ENGAGED IN head-to-head competition in search of sustained, profitable growth. They have fought for competitive advantage, bat-tled 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 Renee 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 lead-ing companies will succeed not by bat-tling competitors, but by creating "blue oceans" of uncontested market space ripe for growth. Such strategic moves--termed "value innovation"--create pow-erful leaps in value for both the firm and its buyers, rendering rivals obsolete and unleashing new demand.

  Blue Ocean Strategy provides a sys-tematic approach to making the compe-tition irrelevant. In this frame-changing book, Kim and Mauborgne present a proven analytical framework and the tools for successfully creating and cap-turing blue oceans. Examining a wide range of strategic moves across a host of industries, Blue Ocean Strategy high-lights the six principles that every com-pany can use to successfully formulate and execute blue ocean strategies. The six principles show how to reconstruct market boundaries, focus on the big pic-ture, reach beyond existing demand, get the strategic sequence right, overcome organizational hurdles, and build execu-tion into strategy.

  Upending traditional thinking about strategy, this landmark book charts "a bold new path to winning the future."

Preface

Acknowledgments

Part One: Blue Ocean Strategy

1 Creating Blue Oceans

2 Analytical Tools and Frameworks

Part Two: Formulating Blue Ocean Strategy

3 Reconstruct Market Boundaries

4 Focus on the Big Picture, Not the Numbers

5 Reach Beyond Existing Demand

6 Get the Strategic Sequence Right

Part Three: Executing Blue Ocean Strategy

7 Overcome Key Organizational Hurdles

8 Build Execution into Strategy

9 Conclusion: The Sustainability and Renewal of Blue Ocean Strategy

Appendix A

Appendix B

Appendix C

Notes

Bibliography

Index

About the Authors