Blue Ocean Strategy: How to Create Uncontested Market Space

To stimulate its growth, a company operating in a saturated competitive environment, where products become increasingly homogeneous and where the price battle rages, must free itself from the constraints imposed by its market. To escape this “red ocean” of intense competition, it must achieve a leap in value, a real strategic repositioning which will allow it to create a new, unexplored market space: a “blue ocean”.

This is exactly what companies like Apple, eBay, Cirque du Soleil, JCDecaux and Amazon have accomplished by opening up and conquering virgin territories, while generating entirely new demand. In their work, W. Chan Kim and Renée Mauborgne have modeled these strategic movements and propose an essential methodology for any organization seeking to disrupt the rules of its sector or market.

This new edition is enriched by three fundamental questions raised by companies that have successfully adopted the blue ocean strategy:

• How to align the different components of an organization to implement a blue ocean strategy?
• How to avoid the ten pitfalls of red oceans?
• What to do when your blue ocean turns red?

Two new chapters shed light on the major economic transformations that impact business strategies. Thus, the reader is even better equipped to identify innovative growth solutions in a changing economic context.