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

3.79 of 5 stars 3.79  ·  rating details  ·  19,045 ratings  ·  396 reviews
Since the dawn of the industrial age, companies have 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, these hallmarks of competitive strategy are not the way to create profitable growth in the future. In a book that challenges everyth...more
ebook, 288 pages
Published December 16th 2004 by Harvard Business School Press (first published 2004)
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Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant
W. Chan Kim and Renée Mauborgne
Harvard Business School Press

This is an especially thought-provoking book that, as have so many others, evolved from an article published in the Harvard Business Review. According to Kim and Mauborgne, "Blue Ocean Strategy challenges companies to break out of the red ocean of bloody competition by creating uncontested market space that makes the competition irrelevant...T...more
The signal-to-noise ratio of business books generally tends towards zero. They fall into one of three categories: baked-over platitudes designed to reinforce the self-esteem of the reader (see First Break all the Rules), laughably faulty reasoning (see Good to Great), and interesting ideas that are overextended and driven into the ground (see The Tipping Point). Fortunately for Blue Ocean Strategy, it tends towards the latter.

There are a few good ideas in the book, but they are shrouded in unnec...more
Doug Lautzenheiser
The authors provide case studies on how some companies left their "bloody-red" oceans of competition for completely open blue oceans where they were unique.

Some are well-known business stories, such as Southwest Airlines becoming a low-cost provider. However, the book provides details into Southwest's underlying business strategies that may not be well known. Other case studies gave new insight into various companies and their product strategics. One interesting story, for example, was [yellow...more
Ia Tjitrawasita
Jan 25, 2008 Ia Tjitrawasita rated it 5 of 5 stars  ·  review of another edition
Recommends it for: entrepreneur, policy makers
Keywords: blue ocean - red ocean - value innovation

How to win the competition? You can challenge your opponents on a head-to-head competition. Suppose that your target is to book 200 contracts each month. In order to fulfil the target you can compete on pricing. It means that you should give bigger discount than your opponents.

But head-to-head competition has its own limitation. There is another way to compete. A smarter way. Chan Kim and Mauborgne propose another solution: don't compete with...more
Kind of a stupid book. The overall premise is, don’t compete directly with your competitors, create new markets. Of course, it falls into the classic trap that all business books seem to fall into, which is looking only at cases that support the theory and ignoring all that don’t. 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...more
Ознакомившись со «стратегией голубого океана» я стал сомневаться в её существовании после того как конкуренты скопируют её модель. Постепенно, шаг за шагом автор доказал, что данная стратегия и множество эффективных тактических действий на пути её реализации приведёт к отсутствию конкурентов в рамках того же рынка. А автору всё таки же удалось развеять моё сомнение. Я не только поверил в СГО я взял все принципы с этой книги себе на вооружение.
Рекомендую её всем предпринимателям, инвесторам и рук...more
Van Edwards
I had to read this book for a strategy class. Business strategy is all about how you intend to differentiate yourself from the competition and how you plan to get there. The premise of Blue Ocean Strategy is, as stated on page 4, "Red oceans represent all the industries in existence today. This is the known market space. Blue oceans denote all the industries not in existence today. This is the unknown market space." So the point of this strategy is to remove your business from the bloody sea of...more
Pradit Pinyopasakul
The success of this book was from how the authors define the new term "Blue Ocean" which is easy to understand comparing to the opposite "Red or Bloody Ocean". I myself feel the Value Innovation concept is just a mixture of Low Cost Strategy and Differentiation Strategy to create a new offering to fill the gap in the market, or what the authors called "to create a new market". Another good part of the book is the tool called "Strategic Canvas" developed by the authors, that can help to make the...more
I had heard a lot about this book, but only started with it when it came up in the library audio book list. Listening to the audio book version usually means that I can go much faster (I'm listening while doing other things) but this also means that I miss sections or won't remember items afterwards. It's a more shallow way of 'reading', I think. For some books that doesn't matter but I think it did for this book. I'll have to read it again but then on paper. Overall, I thought it was an interes...more
Max Nova
Blue Ocean Strategy is a book about creating new industries and dominating them. It focuses on breaking out of "red oceans" of bloody competition into brand-new "blue oceans" of unexploited potential. The book claims that the best way to identify blue oceans is to look at the "value curves" of various competitors on a "strategy canvas" to identify the value-creating elements of their businesses, find costly but unimportant aspects of their offerings, and uncover opportunities for "value innovati...more
Dan Downing
Postulating a two ocean business world---the red ocean of bloody competition and the blue ocean of clear, open sailing----the authors detail the processes and requirements for finding or creating blue oceans. Simply, a blue ocean is a business environment without significant competitors where innovation enables a company to flourish. And the innovation need not be new technology; often it is a rethinking of an extend red ocean. An example of this is Southwest Airlines, a business grown within a...more
I remember as a child asking my dad why I should pick up skiing over snowboarding. He responded that while snowboarding was certainly fun, because of its popularity it was also commonplace. Reasonably talented teenage snowboarders were a dime a dozen on any ski hill. Good young skiers, however, were few and far between. Reflecting on the choice between becoming one of the unwashed masses of snowboarders or one of the few, the happy few skiers, I chose the latter. Over the years being a reasonabl...more
Intellectually dishonest. It's a massive branding excercise masquerading as strategy. Read Porter. Read Drucker. A full critique can be found probably anywhere but the main contention I had with the book is that you cannot "cut costs and differentiate" at the same time.
Take the example of the Nintendo Wii. Did they really cut costs? The argument is that compared to Nintendo GameCube it did. But what they mean is they really shaved off features and paired down the product. When strategists talk...more
يوسف زهدى
One of the most innovative business books! it discuss the idea of building new markets buy creating demand for your product at new clients (blue ocean) rather than fighting competitors over the existing clients (red oceans), the book discuss the concept, its benefits, implementation methodology and challenges facing the implementation! the book is useful for anyone interested in business strategy either starting a new business or developing strategy for operating one!
It was a booming marketing strategy that suddenly every body talked about. Even my 'ex' boss!

With curiousity I bought this book to find out what is this so famous new marketing strategy?!?!? when I finally read the book, actually there is nothing new in it. It is actually the same strategy that I've learned in university. Mainly it talks about DIFFERENTIATION AND BEING DIFFERENT, that's it.

Thanks God I didn't buy the original english version that cost a fortune!!
Elizabeth Licata
Imagine two oceans. The first is full of sharks and is colored red with the blood of competitors. This is the existing market space. The second is pristine and blue. This is the unknown market space. Wouldn’t you rather be in a blue ocean than a red one? That’s how blue ocean strategy starts.

Honestly, I found the presentation of the material rather hokey. The authors had a propensity to needlessly invent terminology for their ideas. I found myself on multiple occasions re-reading whole pages jus...more
Sean Mcdermott
Fantastic read. Marvelous insights. I read this a few weeks after reading Malcolm Gladwell's "the Tipping Point", and it's good because there's an entire chapter that uses that analogy.

These are all wonderful ideas and strategies within the larger strategy - they're only practical so long as there's a free market.
I listened to the audio of this book, and my review is influenced by the shortcomings there.

The book introduces a a nice concept of value innovation, where you steer away from competition and move in a different new direction, rather than dive into the blood bath and fight over existing customer market share.

The bad thing about the audio book is that the book seems to depend on graphics charts and representations, which are hard to grasp simply by listening to the audio. Audiobook should have su...more
Ahmed Korayem
Most of the concepts shown in this book are not new, and most of the cases are outdated. However, i liked the way they presented the tools to make it easier to visualize and communicate how blue ocean works, and how to plan for it.
CV Rick
I'm not stupid!

Well, when it comes to business books, I'm not stupid or I'm not too terribly stupid. Or I'm . . . Okay, you get the point.

I've been reading these business books and being bored out of my ever-loving gourd (that's noggin for you Westerners). I found one that kept my interest.

Well, I don't know if it's in the way it was supposed to. I kept stopping and thinking about the different things I can incorporate into my own business. In face I can't recall much about the structure of th...more
Bille Baty
This is a great read about making the competition irrelevant. The authors present the idea of creating entirely new, uncontested market spaces through what they call "value innovation", instead of staying in the old order of competition, they call "red ocean", bloodied by the blood of competition.

The authors lay out an incredible strategy using examples from more than 100 companies over more than 100 years. Examples of things done by Apple, Southwest, Samsung, Cirque du Soleil, Compaq, Yellow Ta...more
This review has been hidden because it contains spoilers. To view it, click here.
I really enjoyed this book. I think it is really useful, not only for marketing people but for anyone. Of course, when you look at it as a whole, it seems that the book doesn't say anything new. Many of the facts, suggestions and "rules" the book provides sound so elemental, logical, even basic. But I guess that's what happens to amazing ideas: they were always there and you tend to think: "I could have come up with that". Then, why you didn't? Why only few people in business are reacting like t...more
Blue Ocean Strategy focuses on how to create new market opportunities in an industry. The notions presented in this book are sound, but are really nothing new (at least to a recent business school grad). The basic premise is for companies to get out of "Red Oceans" where everybody is competing on the same factors, driving price (and profits) downward. You do this by differentiating in a unique way so that you grow the market as a whole rather than just competing with others for the same pool of...more
Simone Collins
Blue Ocean Strategy by W. Chan Kim and Renee Mauborgne provides a method by which companies can create strategies to not only beat competition, but rise above it entirely. The authors argue that simply benchmarking against competition leads only to a slow demise, while rethinking one's entire product or service offering allows for new, untethered growth.

Blue Ocean Strategy is relevant to the trend spotting industry in that it encourages professionals to be open-minded about strategy generation....more
Ron Arden
This is a great book to help understand how businesses can differentiate themselves from the pack and create new markets. The blue ocean is one where there are no competitors in comparison to the red ocean where all competitors are fighting for an ever shrinking piece of the pie. There are a lot of great planning ideas in here and they are illustrated with great stories. One of my favorites is the creation of Cirque du Soleil. This company took the best of theater and a circus and created a whol...more
Mike Ogilvie
A really great read that helps solidify business strategy that's always been near the forefront of my mind but that I couldn't put words to previously.

Blue Ocean Strategy puts a concrete definition (and ample more-than-credible examples) around business frameworks that seek new marketplaces. By giving customers new and improved value while at the same time lowering their cost through innovative methods, businesses can open up "blue ocean" markets where competition is irrelevant. These are the ki...more
Omar Halabieh
Below are key excerpts that I found particularly insightful:

1- "Blue oceans, in contrast, are defined by untapped market space, demand creation, and the opportunity for highly profitable growth. Although some blue oceans are created well beyond existing industry boundaries, most are created from within red oceans by expanding existing industry boundaries, as Cirque du Soleil did. In blue oceans, competition is irrelevant because the rules of the game are waiting to be set."

2- "However, there is...more
Patrik Hallberg
What better way to start the year than to start it with one of the best books around business strategy ever written.

The concept around a blue ocean is a simple one...The term “Blue Ocean” comes from the idea that there are ways in each industry to move from the competitive battles around price and features (red ocean) into a new market reality where your competitors are either non-existent or irrelevant. To enable this new scenario, you must understand how value is created in your customers live...more
Ian Robertson
Logical, clearly written (though buzz words abound), and engaging, it's no wonder Blue Ocean Strategy was such a bestseller. Because they inevitably focus on innovative products or services (the authors use the term 'value innovation') that seemingly appear out of the blue to take a market by storm or to create a new market altogether, Blue Ocean Strategies (BOS) make the most compelling of stories. Unfortunately, the theory is weak for two reasons: the examples given, while interesting, are lar...more
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W. Chan Kim is Co-Director of the INSEAD Blue Ocean Strategy Institute and The Boston Consulting Group Bruce D. Henderson Chair Professor of Strategy and International Management at INSEAD. Prior to joining INSEAD, he was a professor at the University of Michigan Business School, USA. He has served as a board member as well as an advisor for a number of multinational corporations in Europe, the U....more
More about W. Chan Kim...
Piccolo manuale Strategia Oceano Blu: Le regole per vincere senza competere (Management)

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“Value innovation requires companies to orient the whole system toward achieving a leap in value for both buyers and themselves.” 0 likes
“Blue ocean strategy challenges companies to break out of the red ocean of bloody competition by creating uncontested market space that makes the competition irrelevant. Instead of dividing up existing—and often shrinking—demand and benchmarking competitors, blue ocean strategy is about growing demand and breaking away from the competition.” 0 likes
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