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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

3.82  ·  Rating Details  ·  26,774 Ratings  ·  535 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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Mar 07, 2009 Hal rated it it was ok  ·  review of another edition
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
Huda Aweys
ببساطة الكتاب بيقترح عليك اكتشاف مجال جديد و الخوض فيه و انشاء سوق له ، و توفير جهد المنافسة فى السوق الحالى .. و بيطرح عليك الامكانيات و الخيارات الهائلة التى قد يوفرها لك هذا الاكتشاف ، و التى قد تصل فى اتساعها الى سعة المحيط الازرق .. انه يقترح عليك اختيار اللون الازرق :) ، ايضا ذكر عدة نماذج و امثلة قد تساعدك فى السعي وراء هذا الاكتشاف فى مجال عملك ..
Jul 25, 2008 Robert rated it it was amazing  ·  review of another edition
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
Jan 06, 2013 Greg rated it did not like it  ·  review of another edition
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
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
Ia Tjitrawasita
Jan 25, 2008 Ia Tjitrawasita rated it it was amazing  ·  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
Feb 19, 2014 Trevor rated it really liked it  ·  review of another edition
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
Hasan AbuMeteir
Dec 05, 2015 Hasan AbuMeteir rated it it was amazing  ·  review of another edition
المبدأ الأول في استراتيجية المحيط الأزرق هو إعادة بناء حدود السوق للانفلات من المنافسة، ومن ثم إيجاد المحيط الأزرق. يتناول هذا المبدأ مخاطر البحث التي تكافح ضدها الكثير من الشركات. يكمن التحدي في التحديد الناجح للفرص التجارية المواتية لإيجاد المحيط الأزرق من كومة الاحتمالات الموجودة. يعد هذا التحدي مفصلياً لأن المديرين لا يستطيعون أن يقامروا باستراتيجيتهم اعتماداً على الحدس وحده، أو على اختيار عشوائي للورقة الرابحة.
حاولنا خلال قيامنا بالبحث أن نكتشف إن كانت هناك نماذج منهجية لإعادة بناء حدود الس
Shweta Nigam
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. It arguments how contested markets ("red oceans") should look for uncontested markets ("blue oceans"). Everything in this book is common sense. Nintendo is another high-profile example. Satoru Iwata, Nintendo's CEO, has referred to the Blue Ocean Strategy in interviews.

I do think the Blue Ocean Strategy is nothing without execution though
Dec 23, 2014 Mostafa rated it really liked it  ·  review of another edition
چگونه بدون درگیر شدن در رقابت میتوان بازار را از آن خود کرد؟ این استراتژی سعی دارد به صورت سیستماتیک و روشمند شما را برای یافتن ایدههای جدید در کسب و کار کمک کند مطالعه کتاب به شدت بهفعالان حوزههای مختلف کاری توصیه میشود ...more
Jun 25, 2015 Greg rated it it was amazing  ·  review of another edition
For as long as I can remember, my environment has been teaching me that if I want to stand out and be recognized as an individual I have to set myself apart and be different in a positive way. Along my journey, I picked up the idea that I need to be competitive or else I will succumb forever into a state of oblivion or worse into a debilitating state not worthy of anyone's attention.

Of course, most if not all businesses have the same orientation. Many organizations are driven to be competitive e
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
Alexandre Klaser
May 08, 2015 Alexandre Klaser rated it really liked it  ·  review of another edition
Shelves: business-economy
Ao ser lido em 2015, este livro soa um tanto datado, seja por tudo o que se escreveu depois sobre negócios e estratégia, seja pelas empresas utilizadas como exemplo. Mesmo assim, fornece uma teoria bem interessante sobre estratégia de negócios que, mesmo em tempos de (já quase pós-) Lean Startup, ainda são relevantes.
Mar 19, 2015 Elvin rated it really liked it  ·  review of another edition
Biznes janrına aid maraqlı bir kitabdır. Amma sadə dildən bir qədər uzaqdır, sanki daha çox dərslik xarakterlidir. Kitabın digər kitablarda olmayan unikal fikir, yanaşmasını bir səhifəlik yazıda ifadə etmək olar. Qalan hissələr isə başqa kitablarda da olan analizlər, müqayisələr, şirkətlərin tarixindən çoxsaylı faktlardır.
Jan 06, 2016 Manda rated it really liked it  ·  review of another edition
Shelves: work-related
Finally finished this economic gem for school. It was actually fascinating in between my usual reads.
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
Mar 01, 2012 TarasProkopyuk rated it it was amazing  ·  review of another edition
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
Sujata Sahni
There is no instance of a Nation benefiting from prolonged warfare ~ Sun Tzu. Don 19t compete with rivals, make them irrelevant! To succeed, companies have to stop competing with each other. Industries never stand still. There is continuous evolution, Operations improve, Markets expand and Players come and go. Yet the overriding focus of strategic thinking has been on competition based Red-Ocean strategies. Part of the explanation is that Corporate Strategy is heavily influenced by Military Stra ...more
Khan A
Oct 17, 2015 Khan A rated it it was amazing  ·  review of another edition
I admit that the strategy explained for business is not very well applauded by experts but I think its not that silly (and thus the reason for straight 5 stars) that this is the universal and flexible strategy for any successful, failed, incomplete,needing-a-push or turning business. This strategy is an innovation indeed, the authors do not want you to compete and do not want to abuse the current demand with your supplies but he wants you to innovate. infect for me I see this strategy everywhere ...more
Amanda Mitchell
Mar 19, 2015 Amanda Mitchell rated it it was amazing  ·  review of another edition
This business standard is worth rereading particularly as the nature of competition continues to evolve. The seminal writings of Michael Porter (author of “What is Strategy?” an excellent HBR article) provide the framework of traditional strategic thinking. These authors attempt to take things one step further and create another way to look at strategic thinking. The title refers to their metaphor—red oceans are places where companies compete in traditional ways, taking incremental market share ...more
Jan 24, 2015 Tom rated it it was ok  ·  review of another edition
Shelves: business
Whenever a consultant or an academic rights a business book, my expectations are low, so in that regard this book overachieved. Consultants are usually creating a blue ocean to sell their services and academics typically do not know how to translate the theoretical to the actual business world. This book is a nice concept considering that the free market is not a zero-sum game, so market creation is doable, however I did not see a lot of new info here. They have rebranded rebranding to Blue Ocea ...more
Oct 03, 2014 Carla rated it really liked it  ·  review of another edition
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
Feb 28, 2014 Dan Downing rated it it was amazing  ·  review of another edition
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
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
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!
Mar 13, 2008 Jelantik rated it it was ok  ·  review of another edition
Shelves: non-fiction
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!!
Lê Minh
Sep 18, 2015 Lê Minh rated it really liked it  ·  review of another edition
Shelves: start-up
This review has been hidden because it contains spoilers. To view it, click here.
Elizabeth Licata
Jun 09, 2014 Elizabeth Licata rated it really liked it  ·  review of another edition
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
Oct 20, 2015 Scott rated it really liked it  ·  review of another edition
3.5 stars. This is an ambitious book. The first 200 pages build upon the concept of creating "competitionless" space by being innovative and provides the reader with a toolbox of strategic analyses to craft their own "strategy canvas". That in and of itself is ambitious, but like many books on strategy that I have read, falls flat in being actionable. What you end up with is a strategy canvas, not a solution. However, as a framework it's intriguing and worth reading.

THE best part of the book for
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Jesse’s factory salad 1 7 Nov 17, 2014 11:11PM  
  • Seeing What's Next: Using the Theories of Innovation to Predict Industry Change
  • Numbers Guide: The Essentials of Business Numeracy
  • Learning from the Future: Competitive Foresight Scenarios
  • Marketing Metrics: 50+ Metrics Every Executive Should Master
  • Getting Started in Consulting
  • Bankable Business Plans
  • Making Sense of Behavior: The Meaning of Control
  • The 1% Windfall: How Successful Companies Use Price to Profit and Grow
  • Purpose: The Starting Point of Great Companies
  • Indispensable: How to Become the Company That Your Customers Can't Live Without
  • Turning Numbers into Knowledge: Mastering the Art of Problem Solving
  • Competitive Strategy: Techniques for Analyzing Industries and Competitors
  • The Myths of Innovation
  • The Partnership Charter: How To Start Out Right With Your New Business Partnership (or Fix The One You're In)
  • Green to Gold: How Smart Companies Use Environmental Strategy to Innovate, Create Value, and Build Competitive Advantage
  • Re-Create Your Life
  • It's Not about the Money: Unlock Your Money Type to Achieve Spiritual and Financial Abundance
  • Go It Alone!: The Secret to Building a Successful Business on Your Own
W. Chan Kim is the Co-Director of the INSEAD Blue Ocean Strategy Institute and a Chair Professor of Strategy and International Management at INSEAD. His book Blue Ocean Strategy, co-authored with Renée Mauborgne, has sold 3.5 million copies and is a bestseller across five continents.
Kim is ranked no. 2 in The Thinkers50 listing of the World's Top Management Gurus and the Journal of International M
More about W. Chan Kim...

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“Value innovation is the cornerstone of blue ocean strategy. We call it value innovation because instead of focusing on beating the competition, you focus on making the competition irrelevant by creating a leap in value for buyers and your company, thereby opening up new and uncontested market space. Value innovation places equal emphasis on value” 2 likes
“Value innovation requires companies to orient the whole system toward achieving a leap in value for both buyers and themselves.” 0 likes
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