Blue Ocean Strategy, Expanded Edition: How to Create Uncontested Market Space and Make the Competition Irrelevant
W. Chan Kim, Renée A. Mauborgne

A global phenomenon now published in a record 44 languages. Over 3.5 million copies sold. A bestseller across five continents. 

Your Guide to Creating Uncontested Market Space—and Making the Competition Irrelevant 

This international bestseller, embraced by organizations and industries worldwide, challenges everything you thought you knew about the requirements for strategic success. 

Now updated with a new chapter and additional content from the authors, Blue Ocean Strategy argues that cutthroat competition results in nothing but a bloody red ocean of rivals fighting over a shrinking profit pool. Based on a study of 150 strategic moves (spanning more than 100 years across 30 industries), the authors argue that lasting success comes not from battling competitors, but from creating "blue oceans"—untapped new market spaces ripe for growth. 

Blue Ocean Strategy presents a systematic approach to making the competition irrelevant and outlines principles and tools any company can use to create and capture their own blue oceans. A landmark work that upends traditional thinking about strategy, this bestselling business book charts a bold new path to winning the future.