Blue Ocean Strategy
Blue Ocean Strategy is a book published in 2004 written by W. Chan Kim and Renée Mauborgne, professors at INSEAD, and the name of the marketing theory detailed on the book.
First edition cover | |
| Author | W. Chan Kim and Renée Mauborgne |
|---|---|
| Language | English |
| Genre | Business Management |
| Publisher | Harvard Business Review Press |
Publication date | 2004, 2015 (expanded edition) |
| Media type | Print (Hardback) |
| Pages | 240 pp, 287 pp (expanded edition) |
| ISBN | 1-59139-619-0 ISBN 978-1-62527-449-6 (expanded edition) |
| OCLC | 56421900, 905587295 (expanded edition) |
| 658.8/02 22, 658.8/02 23 (expanded edition) | |
| LC Class | HF5415.153 .K53 2004 |
| Website | blueoceanstrategy.com |
They assert that these strategic moves create a leap in value for the company, its buyers, and its employees while unlocking new demand and making the competition irrelevant. The book presents analytical frameworks and tools to foster an organization's ability to systematically create and capture "blue oceans"—unexplored new market areas. An expanded edition of the book was published in 2015, while two sequels entitled Blue Ocean Shift and Beyond Disruption are published in 2017 and 2023, respectively.
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