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Blue Ocean Strategy

How to Create Uncontested Market Space and Make Competition Irrelevant

Harvard Business Review Press,

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Category: Strategy

Blue Ocean Strategy

In this summary, you will learn

  • Why you want to avoid head-to-head competition
  • Instead, how to open a fresh market with an innovative product
  • What the six principles of "blue ocean strategy" require
  • What their risks are
  • How to implement them

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Why you should read Blue Ocean Strategy

This breakthrough book provides an organized framework for identifying and implementing out-of-the-box "blue ocean strategies" in all industries. The blue ocean strategy explains how to sail your business into new markets with less competition and greater profitability. Disarmingly written by W. Chan Kim and Renée Mauborgne, the book is energized with fresh research about the impact of innovative ideas on old industries. The compelling business examples alone are worth taking this cruise. Even the appendices make interesting reading and contain more detailed examples about products ranging from the Model T to movie theaters (the authors explain how innovators reinvented theaters and created their own blue ocean phenomena). While the book provides its share of rules and principles for intrepid strategists to follow, complete with its own jargon, managers easily can navigate right to the authors' key strategic advice. considers this book essential for any strategist or entrepreneur who wants to move out of intensively competitive shark-infested waters and into the relative tranquility of the open blue ocean. Getting there isn't risk free, but great adventure awaits the intrepid executive who makes the voyage.

About the Authors

W. Chan Kim is a professor of strategy and international management at INSEAD in Fontainebleau, France. Previously, he taught at the University of Michigan Business School. He has written for numerous business journals, the Financial Times, The Wall Street Journal and The New York Times, and is a founder of the Value Innovation Network. Renée Mauborgne is a Distinguished Fellow at INSEAD, where she is a professor of strategy and management. She is also a Fellow of the World Economic Forum and published numerous articles on strategy and managing multinational corporations.

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  1. August 31, 2013 Cliff Albert
    I've read this summary on a number of occasions and believe its fundamental principles. To truly implement blue ocean requires full engagement across all departments. Best implemented by a leader of an organization down through the entire company. Difficult sometimes to implement within a specific division. The reason I say this is that there are not many organizations that have the patience for what this strategy requires. It's disappointing because blue Ocean strategy is where profits and brands are built.
  2. August 7, 2013 Quinn Baker
    Loved the breakdown for the six principles
  3. April 22, 2013 Leonardo Escobar
  4. January 22, 2013 ADRIANA PEDREIRA
    Audio isnt working properly. Isnt going until the end. Is restarting from the middle.
    1. January 22, 2013 Lilli Lindemann
      Dear Adriana,

      Thanks for your note. I'm sorry to hear that you're experiencing problems listening to this audio. I'll send it to you via email right away. Hope this works for you. We’re already following up with our IT team to check what the problem may have been. I will certainly keep you posted.

      Best regards,
      Lilli Lindemann (English editorial)
  5. January 18, 2013 Julie Muhs
    If you like learning through case studies and examples then this is a great abstract for you. Blue ocean strategy is explored and explained through successful globally known brands from all sectors. Worth getting the full read.
  6. December 13, 2012 Nitin Mahesh
    Audio is not working.
    1. December 13, 2012 Nitin Mahesh
      And also not able to download it.
    2. December 13, 2012 Deirdre Cody
      Dear Nitin,

      Many thanks for your note. I'm sorry you are experiencing difficulties. I checked the audio and PDF file, and they seem to be working, but I've sent an email to our IT team regarding your problem. In the meantime, I will send the files for this summary to your email address. Please let us know if you experience any other problems with our service.

      Kind regards,
      Deirdre Cody (editor at getAbstract)
  7. November 13, 2012 Jonathan Harmer
    Great summary - might have to get the book!
  8. November 7, 2012 Patrick McDermott
    Audio doesn't work.....
    1. November 12, 2012 Lilli Lindemann
      Dear Patrick,
      I'm sorry to hear that you're having problems downloading this audio from our website. I'll send it to you via email right away. Hope this works for you. Please let us know if you experience any such problems in the future. We're happy to help.
      All best,
      Lilli (English editorial)
  9. June 22, 2012 Patrick Brigger
    Whatever New Endeavour you start - make sure it's a blue ocean and not a red one. Good read!
  10. May 2, 2012 Mathew MacDonell
    the concept has been introduced to me many times but this abstract provided a better framework for the 'blue ocean strategy.' It seems like a pretty obvious concept and the verbiage is cheesy at times.
  11. October 23, 2011 BILL Krebs
    Great read!
  12. October 5, 2011 Harry Babikian
    GREAT ONE !!

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