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

In this long-running bestseller used by organizations and industries around the world, world-renowned authors W. Chan Kim and Rene Mauborn challenge everything you think you know about strategic success and its requirements. Recognized as one of the most iconic and influential strategy books ever, the updated Blue Ocean Strategy argues that cut-throat competition leads to nothing but a blood-red ocean of rivals fighting for an ever-shrinking pool of profits. Drawing on a study of 150 strategic moves (spanning more than 100 years in 30 industries), the authors argue that lasting success comes not from fighting competitors but from creating blue oceans—new, untapped market spaces ripe for growth.