high performance. The real opportunity is to create blue oceans of uncontested market space. Blue Ocean Strategy. W. Chan Kim · Renee Mauborgne. Blue Ocean Strategy is a marketing theory from a book published in which was written by W. Chan Kim and Renée Mauborgne, professors at INSEAD. Blue Ocean Strategy has ratings and reviews. Hal said: The Renée Mauborgne (Goodreads Author) . W. Chan Kim and Renée Mauborgne.

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Retrieved 20 November Hence, competition, the supply side of the equation, becomes the defining variable of strategy. Look blud functional or emotional appeal to buyers. Such a strategy therefore allows firms to largely play a non—zero-sum game, with high payoff possibilities.

Some examples of companies that may have created new market spaces in the opinion of Kim and Mauborgne include: Please improve it by verifying the claims made and adding inline citations. Ki, framework ernee a classical case study based work which attempts to define the reason behind companies success stories. But the book comes with the promise of a structural way to deliver and think about how to make this disruption happen. Additionally, blue ocean strategy cannot be identified as true causation for success.

Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant

To see what your friends thought mzuborgne this book, please sign up. The writing style is crisp. In the red oceans, industry boundaries are defined and accepted, and the competitive rules of the game are known. They have fought for competitive advantage, battled over market share, and struggled for differentiation.


This is often a reflection of an organization with divisional or functional silos. This has caused some companies, including my local cable TV company giving their customers the feeling that they don’t treasure their existing customers and are just nice to the new ones. Products become commodities or nicheand cutthroat competition turns the ocean bloody; hence, the term “red oceans”. Harvard Business Review Press.

So it seems as if the tenets of blue ocean strategy have been reverse-engineered to fit a handful of companies. Kim and Mauborgne argue that while traditional competition-based strategies red ocean strategies are necessary, they are not sufficient to sustain high performance. Seek to convert non-customers of the industry rfnee new demand, rather than trying to capture greater share of existing industry customers.

To them, extra demand is out there, largely untapped.

The Four Actions Framework is used to ofean create value innovation and break the value-cost trade-off. I do think the Blue Ocean Strategy is nothing without execution though.

One success story that does exist is Nintendowho first applied the blue ocean strategy to create the Nintendo DS handheld game system which was the first portable gaming system to offer dual-screen gaming and a touch screen in Fortunately for Blue Ocean Strategyit tends towards the latter.

All in all I found the book engaging a worthwhile read. The metaphor of red and blue oceans describes the market universe. The book idea is to give your customers better services without any head-to head competition.

Blue Ocean Strategy – Wikipedia

And is there a common theme with Porter’s 5 competitive forces that shape strategy? I suggest to give it a read as this one plunged deeper into product differentiation and how to sta It is a complicated task to review a non-fiction. Kim and Mauborgne claim that blue ocean strategy makes sense in a world where supply exceeds demand. The book is quite easy to read and has an excellent and brilliant ocena.


This, in turn, requires a shift of attention from supply to demand, from a focus on competing to a focus on value innovation — that is, the creation of innovative value to unlock new demand. Is this book a LARP? Dyson designed vacuum cleaners without cost and annoyance of changing bags.

Especially since it is so short and clear, it is a good book for anyone in business. Look across alternative industries. Based on a study of strategic moves spanning more than a hundred years and thirty industries, Kim and Mauborgne argue that companies can succeed by creating “blue oceans” of uncontested market space, sgrategy opposed to “red oceans” where competitors fight for dominance, the analogy being that an ocean full of vicious competition turns red with blood.

A decent but not groundbreaking explanation of how to beat your competition through value innovation: Beyond the Machiaveli political tipseverything else was around a catchy phrase and that what his main message seems to be.

So some ideas in this book become common sense nowadays.