Blue Ocean Strategy, Expanded Edition

Tired of battling rivals in a crowded market? Discover how to create your own uncontested space and make the competition irrelevant. This summary unlocks the secrets to leaving bloody "red oceans" of competition behind and venturing into wide-open "blue oceans" of new demand. You'll learn the systematic frameworks and tools used by giants like Cirque du Soleil and Apple to innovate and capture new markets. Find out how to reconstruct market boundaries, focus on the big picture, and create value innovations that attract a whole new set of customers.

W. Chan Kim and Renée Mauborgne are INSEAD Professors of Strategy and world-renowned thinkers, ranked among the top 3 management gurus by Thinkers50. Their decades of research into over 150 strategic moves spanning more than 30 industries challenged the core tenets of competitive strategy. This extensive study led to their trailblazing concepts of value innovation and blue ocean strategy, offering a systematic approach for organizations to create new market space and unlock new demand.