Argues against common competitive practices while outlining recommendations based on the creation of untapped market spaces with growth potential.

As established markets become less profitable, companies increasingly need to find ways to create and capture new markets. Despite much investment and commitmen

NEW YORK TIMES BESTSELLER #1 WALL STREET JOURNAL BESTSELLER Blue Ocean Shift is the essential follow up to Blue Ocean Strategy, the classic and over 4 million c

Ten years ago, world-renowned professors W. Chan Kim and Renee Mauborgne broke ground by introducing "blue ocean strategy," a new model for discovering uncontes

The best of W. Chan Kim and Renée Mauborgne’s articles on blue ocean strategy, all in one place. The seminal book Blue Ocean Strategy has sold over 4 million