In the mid-2000s, strategists around the globe bandied about the terms “blue ocean” and “red ocean” to describe their market position. The international bestseller Blue Ocean Strategy by W. Chan Kim and Renée Mauborgne became required reading for business students and practitioners in every industry. The authors’ breakthrough observation was that while most companies drown in overpopulated red oceans teeming with cutthroat competition, they should seek calmer blue oceans, the unexplored waters of unlimited market potential.
About the Authors
W. Chan Kim and Renée Mauborgne are co-directors of the INSEAD Blue Ocean Strategy Institute and professors of strategy at INSEAD. They co-wrote the international bestseller Blue Ocean Strategy.