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W. Chan Kim is The Boston Consulting Group Bruce D. Henderson Chair Professor of Strategy and International Management at INSEAD and an advisory member for the European Union.

Renée Mauborgne is The INSEAD Distinguished Fellow and a professor of strategy and management and a Fellow of the World Economic Forum.

Together, they have written for the Wall Street Journal, New York Times, and Financial Times, and their Harvard Business Review articles have sold over 500,000 reprints. They were selected for Thinkers 50, the global ranking of business thinkers, and The Sunday Times (London) called them "two of Europe's brightest business thinkers… Kim and Mauborgne provide a sizeable challenge to the way managers think about and practice strategy." They split their time between New York and Fontainebleau, France.

From the Publisher

Companies gave long engaged in head-to-head competition in search of sustained, profitable growth. They have fought for competitive advantage, battled over market share, and struggled for differentiation.

Yet in today's overcrowded industries, competing heads-on result in nothing but a bloody "red ocean" of rivals fighting over a shrinking profit pool. In a book that challenges everything you thought you knew about the requirements for strategic success, W. Chan Kim and Mauborgne contend that while most companies compete within such red oceans, this strategy is increasingly unlikely to create profitable growth in the future.

Based on a study of 150 strategic moves spanning more than 100 years and 30 industries, Kim and Mauborgne argue that tomorrow's leading companies will not succeed by battling competitors, but by creating "blue oceans" of uncontested market space ripe for growth. Such strategic moves – termed "value innovation" – create powerful leaps in value for both the firm and its buyers, rendering rivals obsolete and unleashing new demand.

Blue Ocean Strategy provides a systematic approach to making competition irrelevant. In the frame-changing book, Kim and Mauborgne present a proven analytical framework and the tools for successfully creating and capturing blue oceans. Examining a wide range of strategic moves across a host of industries, Blue Ocean Strategy highlights the 6 principles that every company can formulate and execute blue ocean strategies. The 6 principles show how to reconstruct market boundaries, focus on the big picture, reach beyond existing demand, get the strategic sequence right, overcome organizational hurdles, and build execution into strategy.

Upending traditional thinking about strategy, this landmark book charts "a bold new path to winning the future."

W. Chan Kim is The Boston Consulting Group Bruce D. Henderson Chair Professor of Strategy and International Management at INSEAD. Renee Mauborgne is the INSEAD Distinguished Fellow and a professor of strategy and management.