![]() Instead, it guides organisations to leave the competition behind and go out to create new markets of their own working out what customers REALLY want, and then being the first to provide it in an uncontested space. The strategy encourages businesses to stop looking for ways to compete in a crowded market place. ![]() The Blue Ocean strategy describes how organisations can pursue routes of product (or service) differentiation and lower costs at the same time – to create new market spaces and generate demand. Today, we are going to look at the Blue Ocean Strategy and a Strategy Canvas Blue Ocean Strategy First published in 2005, it was updated and expanded with fresh content in 2015.īlue Ocean Strategy presents a systematic approach to making the competition irrelevant and capture their own blue oceans.Welcome to the second in our latest series of articles on Strategic Thinking. Recognized as one of the most iconic and impactful strategy books ever written, Blue Ocean Strategy argues that cutthroat competition results in nothing but a bloody red ocean of rivals fighting over a shrinking profit pool.īased on a study of 150 strategic moves, spanning more than 100 years across 30 industries, the authors, Chan Kim and Renee Mauborgne show that lasting success comes not from battling competitors but from creating “blue oceans” - untapped new market spaces ripe for growth.Įmbraced by organizations and industries worldwide, Blue Ocean Strategy is a global phenomenon that has sold over 4 million copies, is published in a record-breaking 47 languages and is a bestseller across five continents.
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