Review of Blue Ocean Shift

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9 Overall

9 Applicability

9 Innovation

8 Style


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. 


In this well-researched sequel, Kim and Mauborgne provide a step-by-step guide to identifying growth opportunities and creating new markets. Its beauty lies in the authors’ simple eloquence and carefully outlined, methodical approach. Their powerful, real-life examples bolster their theories and make them easier to grasp. getAbstract recommends this instant bestseller to managers, marketers and planners whether they work in a start-up, small business or large corporation.

The authors are business consultants and professors, and their writing reflects their academic bent. Their thorough case studies of companies that have undergone a blue ocean transformation, such as citizenM Hotels, Groupe SEB and Comic Relief, provide a broad, accessible understanding of the blue ocean mind-set, tools and humanistic process.

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