Summary of Blue Ocean Strategy

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Blue Ocean Strategy summary


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When INSEAD professors Renée Mauborgne and W. Chan Kim released their book, Blue Ocean Strategy, in 2005, their treatise revolutionized the field of business strategy. While strategy fads tend to drift in and out of fashion, more than a decade after its first publication, Mauborgne and Kim’s pioneering research remains highly relevant. In this short vignette, Mauborgne recaps an important element of that original thesis: how market-creating strategy differs from market-competing strategy. getAbstract recommends her astute analysis to business leaders who are battle weary from vying for a thin slice of market share and who wish to pursue a fresh approach.

In this summary, you will learn

  • How companies approach market strategy,
  • How market-competing strategy differs from a market-creating strategy and
  • What businesses exemplify market-creating “blue ocean strategy.”

About the Speaker

Renée Mauborgne is co-director of the INSEAD Blue Ocean Strategy Institute. She co-wrote Blue Ocean Strategy.



Companies approach market strategy in one of two ways. Most business and governments pursue a market-competing “red ocean strategy,” which focuses on increasing market share in established markets where competition is intense, investment...

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