The authors use the metaphor of the blue ocean as a direct contrast to red oceans. Blue ocean strategy is a book published in 2005 and written by w. Based on a study of 150 strategic moves spanning more than 100 years and 30 industries, blue ocean strategy addresses this question and provides a systematic approach to drafting and implementing your own blue ocean strategy. They are the authors of the new york times and wall street journal bestseller blue ocean shift. Chan kim 2004 renee mauborgne rather than competing within the confines of the existing industry or trying to steal customers from rivals bloody or red ocean strategy in the hbr of october 2004 w.
A blue ocean, as used in the title of this book and strategy, is basically uncharted territory in the business world. Kim is codirector of the insead blue ocean strategy institute and the boston consulting group bruce d. This blog article is a overview of some of the key points of the book by w. Formulating blue ocean strategy 3reconstruct market boundaries 47 4focus on the big picture, not the numbers 81 5reach beyond existing demand 101 6 get the strategic sequence right 117 fm kim. Blue ocean shift is the essential followup to blue ocean strategy, the classic 3. Chan kim and renee mauborgne are professors of strategy at insead and codirectors of the insead blue ocean strategy institute. In this article you will learn how to make your competition irrelevant and have sales and profit growth in excess of anything you. Written by the business worlds new gurus, blue ocean strategy continues to challenge everything you thought you knew about competing in todays crowded market place. Specifically, companies that are fighting in a fiercely competitive market which contains major players, i. Blue ocean strategy pdf blue ocean strategy blue ocean strategy 2004 five keys to blue ocean strategy book summary blue ocean strategy compte nickel blue ocean strategy blue ocean strategy expanded edition blue ocean strategy book by w. The blue ocean strategy is best illustrated by the performance of cirque du soleil. How to create uncontested market space and make the competition irrelevant pdf by w. The first part presents key concepts of blue ocean strategy, including value innovation the simultaneous pursuit of differentiation and low cost and key analytical tools and frameworks.
List the factors the customer cares about, and current dimensions of competition. Chan kim and renee mauborgne is an out ofbox kind of breakthrough book, that gets the best out of. They are the authors of blue ocean strategy, which has sold over 3. The strategy canvas visualizes the current state of the industry and shows how a blue ocean strategy differs from incumbents. The sustainability and renewal of blue ocean strategy appendix a appendix b appendix c notes bibliography index about the authors. Aonetime accordion player, stilt walker, and fireeater, guy lalibertd is now ceo of one of i canadas largest. He is known as coauthor of the 2005 book blue ocean strategy. Identifying the three tiers of noncustomers in your industry. Kim has an executive role at the insead blue ocean strategy institute as a codirector, and she is a distinguished fellow at insead, where she teaches the different blue ocean. If you have access to a journal via a society or association membership, please browse to your society journal, select an article to view, and follow the instructions in this box. Use features like bookmarks, note taking and highlighting while reading blue ocean strategy, expanded edition.
Blue ocean strategy including examples and pdf download. How to create uncontested market space and make the competition irrelevant by w. I wish i could say my own pursuit of enlightenment led me to chan kim and renee mauborgnes masterpiece on embracing and leveraging difference. Chan kim and renee mauborgne suggest blue ocean strategy. Blue ocean strategy focuses on the ability to create new market space where there is no competition and. Chan kim is a professor of strategy and management at insead and codirector of the insead blue ocean strategy. Chan kim and renee mauborgne, professors at insead. The seminal book blue ocean strategy has sold over 4 million copies. Blue ocean strategy how to create uncontested market. Chan kim is a professor of strategy and management at insead and codirector of the insead blue ocean strategy institute, in fontainebleau, france.
The authors wrote that blue ocean strategy is a theory that targets companies that are fighting for market share. Prior to joining insead, he was a professor at the university of michigan business school, usa. The seminal book blue ocean strategy has sold over 3. Chan kim and renee mauborgnes articles on blue ocean strategy, all in one place. In this article you will learn how to make your competition irrelevant and have sales and profit growth in excess of anything you thought was even possible. Blue ocean strategy is a marketing theory and the title of a book published in 2004 that was written by w. Chan kim and renee mauborgne, professors at insead and codirectors of the insead blue ocean strategy institute. Henderson chair professor of strategy and international management at insead. Aug 08, 2019 the first part presents key concepts of blue ocean strategy, including value innovation the simultaneous pursuit of differentiation and low cost and key analytical tools and frameworks. So powerful is blue ocean strategy, in fact, that a blue ocean strategic move can. Drawing on more than a decade of new work, kim and mauborgne show you how to move beyond competing, inspire your peoples confidence, and seize new growth, guiding you. How to create uncontested market space and make the competition irrelevant is a beautiful book for business owners because it offers strategists to establish sustainable long term dominance. Blue ocean strategy how to create uncontested market space and. Recognized as one of the most iconic and impactful strategy books ever written, blue ocean strategy.
Blue ocean strategy 1creating blue oceans 3 2 analytical tools and frameworks 23 part two. 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. Delivered by worldclass faculty, this programme will teach you how to apply the theory created by insead professors w. Blue ocean strategy case study service nsw 3 1 introduction blue ocean strategy1 has been used extensively to transform the public sector around the world at a local, state and national level. Read blue ocean strategy, expanded edition how to create uncontested market space and make the competition irrelevant by w. Blue ocean strategy blue ocean strategy is a business strategy book first published in 2005 and written by w. One of the most successful efforts to do so is the book blue ocean strategy, by w. Based on a study of 150 strategic moves spanning more than a hundred years and thirty industries, authors w. Kim has an executive role at the insead blue ocean strategy institute as a codirector, and she is a distinguished fellow at insead, where she teaches the different blue ocean strategies and management techniques as we. Blue ocean strategy introduces analytical tools to minimize risk. So powerful is blue ocean strategy, in fact, that a blue ocean strategic move can create brand equity that lasts for decades. Blue ocean strategy is a marketing theory from a book published in which was written by w.
They are the authors of the over 4 million copy international bestseller blue ocean strategy. Watch this video to understand the essence of blue ocean strategy, the worldwide bestseller written by worldrenowned professors chan kim and renee mauborgne. Competing in overcrowded industries is no way to sustain high performance. Blue ocean strategy how to create uncontested market space and make the competition irrelevant boston. The real blue ocean strategy opportunity is to create blue oceans of uncontested market by w. The seminal book blue ocean strategy has sold over 4 million copies globally and is in print in 46 languages.
The w chan kim and ren e mauborgne blue ocean strategy reader book summary. He has served previously as a professor at the university of michigan business school and as a board. Blue ocean shiftoutlines the process of how to identify the three tiers of noncustomers in your industry and the definitions of each tier blue ocean shiftpresents examples of the three tiers of noncustomers in several industries for your reference to aid you in completing this step and all the other steps in blue ocean shiftwe strongly. Blue ocean strategy, create new markets and leave the. Blue ocean shift blue ocean shift pdf blue ocean shift espanol pdf blue ocean blue ocean strategy pdf blue ocean strategy blue ocean strategie ocean blue sanded grout blue ocean strategy 2004 five keys to blue ocean strategy blue ocean strategy expanded edition book summary blue ocean strategy compte nickel blue ocean strategy blue ocean. Blue ocean strategy displays an orderly way to deal with making the challenge unessential and traces standards and instruments any organization can use to make and catch their blue seas. The expanded edition of blue ocean strategy, is metaphorical, witty, and almost biblical in its commentary of the bloody waters of competitive red ocean market forces.
Henderson chair professor of strategy and international management at insead business school and codirector of the insead blue ocean strategy institute. Chan kim, renee mauborgne, blue ocean strategy 2006 15. How to create uncontested market space and make the competition irrelevant is an amazing book that shares some advanced techniques, how to approach the market and reinvent it through innovative thinking. Chan kim and renee mauborgne and is based on a study of 150 strategic moves in the course of one hundred years and over thirty industries like apple, cirque du soleil, yellow tail and air asia. In 2017, they authored blue ocean shift, a longanticipated sequel, that instantaneously hit to top bestseller lists. Chan kim and renee mauborgne, develops and explains how to beat the competition by reaching beyond it into new unexplored markets. Chan kim and renee mauborgne argue that lasting success comes from creating blue oceans. Chan kim and renee mauborgne blue ocean strategy reader.
Blue ocean strategy generally refers to the creation by a company of a new, uncontested market space that makes competitors irrelevant and that creates new consumer value often while decreasing costs. There is ample opportunity for growth tbat is both profitable and rapid. Access to society journal content varies across our titles. Chan kim, of blue ocean strategy, expanded edition 2015. Blue ocean strategy hbr bestseller harvard business publishing. Mauborgne nevertheless attack him head on, arguing that the five forces analysis is a formula for remaining in red oceans, where the sharks compete. Blue ocean studio you can access a free trial here. His book blue ocean strategy, coauthored with renee mauborgne, has sold 3. It is a roadmap to move you, your team, and your organization to new heights of confidence, market creation and growth.
Pdf blue ocean strategy download full pdf book download. Aug 28, 2012 blue ocean strategy has been developed by w. Chan kim and renee mauborgne of the blue ocean strategy institute at insead. The insead blue ocean strategy institute is dedicated to extending the research on blue ocean shift, blue ocean strategy, and blue ocean leadership by chan kim and renee mauborgne and disseminating it to professors, researchers and practitioners around the globe. Blue ocean strategy in this perennial bestseller, embraced by organizations and industries worldwide, globally preeminent management thinkers w. Blue ocean strategy pdf blue ocean strategy five keys to blue ocean strategy blue ocean strategy 2004 compte nickel blue ocean strategy book summary blue ocean strategy blue ocean strategy expanded edition blue ocean strategy book by w. How to create uncontested market space and make the competition irrelevant kindle edition by kim, w. Chan kim and renee mauborgne authored blue ocean strategy in 2005, based on their over decadelong research spanning more than a hundred years and thirty industries.
The seminal book blue ocean strategy has sold over 4. The strategic logic of high growth hbr julyaugust 2004. Chankim is professor of strategy and international management at insead business school, france. Rather than competing within the confines of the existing industry or. May 31, 2016 instead of fighting headon with your competitors, how do you create uncontested market space and make the competition totally irrelevant. Blue ocean strategy how to create uncontested market space. How to find and capitalize on a previously unknown market space. Most prominently, since 2009 the malaysian government has implemented a national blue ocean strategy to lift the living standard of the country and to. The book illustrates what the authors believe is the best organizational strategy to generate growth and profits. Insead blue ocean strategy offers a new perspective on strategy formulation and execution. The blue ocean strategy is particularly needed when supply exceeds demand.
Americanborn economist and a business theorist renee mauborgne currently works as a professor for strategy and management theories mis. Chan kim pdf download blue ocean blue ocean strategie blue ocean shift blue ocean shift pdf ocean blue sanded. This book brings the best of those articles together all in one place. How to create uncontested market space and make the competition irrelevant, w. Chan kim is the codirector of the insead blue ocean strategy institute and a chair professor of strategy and international management at insead.
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