Blue ocean strategy

About “Blue ocean strategy”

Blue Ocean Strategy is a 2004 book written by W. Chan Kim and Renée Mauborgne, both professors at INSEAD. The book introduces a marketing theory that focuses on creating new market spaces, referred to as "blue oceans," where competition is irrelevant. It provides analytical frameworks and tools to help organizations create value for themselves, their customers, and employees by unlocking new demand. An expanded edition was published in 2015, and a follow-up book titled Blue Ocean Shift was released in 2017. The theory emphasizes strategic moves that lead to significant value creation.