Blue Ocean Strategy
How to Create Uncontested Market Space

and Make the Competition Irrelevant
By
W. Chan Kim and Renee Mauborgne

Based on a study of 150 strategic moves spanning more than a hundred years and thirty industries, Kim and Mauborgue argue that tomorrow's leading companies will succeed not by battling competitors, but by creating "blue oceans" of uncontested market place 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.

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:

• how to reconstruct market boundaries
• reach beyond existing demand
• get the strategic sequence right
• overcome organizational hurdles
• build execution into strategy

"It is a precise, actionable plan for changing the way companies do business with one resounding piece of advice: swim for open waters." Publishers Weekly, USA

"Blue Ocean Strategy challenges everything you thought you knew about strategy." Business Strategy Review, UK

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Leader: Serena Martino, Book Club SIG Chair, serena.martino@astdny.org