Blue Ocean Strategy, Expanded Edition: How to Create Uncontested Market Space and Make the Competition Irrelevant
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- Type：Epub+TxT+PDF+Mobi
- Create Date：2021-03-31 11:18:06
- Update Date：2025-09-06
- Status：finish
- Author：W. Chan Kim
- ISBN：1625274491
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Summary
A global phenomenon now published in a record 43 languages。 Over 3。5 million copies sold。 A bestseller across five continents。
Since the dawn of the industrial age， companies have 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， as widely practiced as this approach has been， W。 Chan Kim and Renée Mauborgne’s research shows that is not the way to create profitable growth in the future。
In their book Blue Ocean Strategy—now expanded and with a new Preface by the authors—Kim and Mauborgne （INSEAD） argue that cutthroat competition increasingly 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。 Such strategic moves， which the authors call “value innovation，” create powerful leaps in value that often render rivals obsolete for more than a decade。 Blue Ocean Strategy presents a systematic approach to making the competition irrelevant and outlines principles and tools any company， organization or government 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。
Learn more at blueoceanstrategy。com。 Published by Harvard Business Review Press。
Since the dawn of the industrial age， companies have 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， as widely practiced as this approach has been， W。 Chan Kim and Renée Mauborgne’s research shows that is not the way to create profitable growth in the future。
In their book Blue Ocean Strategy—now expanded and with a new Preface by the authors—Kim and Mauborgne （INSEAD） argue that cutthroat competition increasingly 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。 Such strategic moves， which the authors call “value innovation，” create powerful leaps in value that often render rivals obsolete for more than a decade。 Blue Ocean Strategy presents a systematic approach to making the competition irrelevant and outlines principles and tools any company， organization or government 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。
Learn more at blueoceanstrategy。com。 Published by Harvard Business Review Press。
Reviews
Rita Martins
，
Uma ideia criativa e diferente， componentes técnicas complexas de entender， colocar na prática para melhorar
John
，
Summary: Value Innovation allows companies to avoid the value/cost trade-off through innovation - creating a new market （Blue Ocean）In addition to fleshing out this premise， the authors offer up a number of useful tools:- Strategy Canvas to visualize where Blue Oceans might exist- Buyer Utility Map to identify levers where buyer utility is created- Target Mass Tool to pinpoint strategic pricing- Fair Process Model to ease the path of execution
Diptendra Bagchi
，
If you want to pursue both high differentiation and low cost for your business/product， then， this book might change the way you make strategies。It talks about the concept of Value Innovation - a unique way to create value and lower the cost at the same time， and lays out a systemic way to achieve it。 A great read for business innovators。
David Messinger
，
Liked it but a little dated。 Will definitely try the sequel
Diego Pacheco
，
Good book。 Especially around how to deal with scarcity。 However good part of the book is abstract and does not give many details on how to do proper value innovation happens， or how/what it takes to get there， mostly there is some good advice on hotspots but besides examples on AMC， Salesforce， and Cirque de Solei I felt the conent bit shallow overall。
Frank
，
rtc
Sara （onourshelves）
，
See， the subtitle is How to Create Uncontested Market Space blah blah blah and I don't think the idea of How ever came into play。 To me， the authors briefly touched on the idea of Blue Ocean vs Red Ocean （basically unsaturated vs saturated markets） and then went on to give a million slightly relevant examples of businesses that were early actors in their specific markets。 The large majority of what was said， my response was essentially yes。。。 and why is that interesting？Though overall I was unde See， the subtitle is How to Create Uncontested Market Space blah blah blah and I don't think the idea of How ever came into play。 To me， the authors briefly touched on the idea of Blue Ocean vs Red Ocean （basically unsaturated vs saturated markets） and then went on to give a million slightly relevant examples of businesses that were early actors in their specific markets。 The large majority of what was said， my response was essentially yes。。。 and why is that interesting？Though overall I was underwhelmed by this book， I did like the reminder that to be more successful in your business， you predominately need to reach out to non-customers。Overall， I think any of the many online articles about Blue Ocean Strategy will serve you as well if not better than this v long book。 。。。more
Jeroen Janssen
，
While the idea of creating uncontested space is obviously valuable， there are a lot of problems with this book。 I would give it 2。5 stars， but since goodreads only works with integers and 3 stars is too much in my opinion I gave it 2。Issue 1: the term 'blue ocean strategy' is just thrown around haphazardly without any rigorThe way the term 'blue ocean' is thrown around in the book is not exactly rigorous。 The book is full of examples of successful strategies and for all these strategies it is cl While the idea of creating uncontested space is obviously valuable， there are a lot of problems with this book。 I would give it 2。5 stars， but since goodreads only works with integers and 3 stars is too much in my opinion I gave it 2。Issue 1: the term 'blue ocean strategy' is just thrown around haphazardly without any rigorThe way the term 'blue ocean' is thrown around in the book is not exactly rigorous。 The book is full of examples of successful strategies and for all these strategies it is claimed it was a 'blue ocean strategy'。 But for a lot of these examples it is never clarified why the term 'blue ocean strategy' should apply。 The authors repeatedly claim that a 'blue ocean strategy' has two important components: it is a strategy pursuing both 'low cost' AND 'differentiation'。 There are lots of examples where the 'low cost' part of the strategy is not clear。 Without these crucial clarifications it just seems like the authors compiled a list of successful strategies and slapped the term 'blue ocean strategy' on all these strategies， to be able to sell their tools and processes。Issue 2: the term 'blue ocean' & 'red ocean' get repeated ad nauseamI have not counted how many times 'blue ocean' and 'red ocean' occur in the book， but I think on average it's at least 5 times on every page。 This quickly becomes very， very tiring and makes the book hard to read。 It was a real chore to get through the first chapters because of this。Issue 3: complete lack of proof that the processes and tools introduced in the book can actually be used to create a blue oceanThe 'study' on which the book is based was done retrospectively。 The claims of the authors that their tools and processes can be used in practice are thus unwarranted， because they provide no proof or even examples of companies that followed their process & tools and ended up with a working 'blue ocean strategy'。 I am very doubtful that any of the examples given in the book （Cirque du Soleil， Ford， etc。） used the exact process & tools the authors propose。 This is my main disappointment in the book， as I was hoping to find practical， proven tools that could help me create these kind of strategies。 Instead the book looked at successful strategies and tries to make it look as if their proposed process was how the strategy originated， whereas this is probably not true in practice。For example， the authors use the strategy canvas throughout the book。 But a strategy canvas can be created in a myriad of ways and depending on what features you incorporate in it you'll end up with a useful canvas or one that is not useful。 There are a couple of paragraphs with a bit of guidance， but it's nowhere near as in-depth as it should be。 The same is true for all the other canvases and tools the authors introduce。 With the risk of sounding like a shill for other books， I want to say that I'm also reading value proposition design and the difference is striking。 In this book there are clear steps given on how to create a value proposition， with examples of both the right kinds of things to incorporate in the value proposition as the wrong kind of things to incorporate。 This makes it immediately a lot more useful to apply in practice。The authors have a second book out that might provide evidence that their processes & tools can actually be used in practice， but these really should have been put in their first book instead in my opinion。 Maybe I'll give the second book a try， but not without studying the contents a bit further first。In summary， I get the feeling that the book is mostly famous because it coined the term 'blue ocean' for a specific kind of strategy。 But contrary to the author's claims the book does not provide proven processes & tools that can help to create these strategies。 Not a complete waste of time because there were interesting tidbits here and there， but not exactly the groundbreaking book I was expecting either。 。。。more
Kevin R
，
[I initially stumbled upon this book in 2017， but after a first few chapters i have put it on hold before finishing it entirely]The main narrative of the book itself was okay。 It covers the aspect of differentiation and how to think and act different through value creation and adding value to your business in order to "get ahead" of you competition。 Simply put:Red Ocean>> everyone elseBlue Ocean>> the untapped market and newfound potential， added value， differentIt provides a genuine insight on [I initially stumbled upon this book in 2017， but after a first few chapters i have put it on hold before finishing it entirely]The main narrative of the book itself was okay。 It covers the aspect of differentiation and how to think and act different through value creation and adding value to your business in order to "get ahead" of you competition。 Simply put:Red Ocean>> everyone elseBlue Ocean>> the untapped market and newfound potential， added value， differentIt provides a genuine insight on how we can navigate through oversaturated market of products by adding value or differentiation in terms of achieving its potential， and thus gave us competitive advantage therefore。 However， the rest of this book is mostly repetitive， and by keeping it simple and stupid， it came off just stupid。 This is basically Business Studied 101 and once you've learned the main narrative/message you can just get down to business。 Talk with friends/connections， learn some skills， or do some research would make you get by quicker。 Internalize this book just for the sake of it。 This is a principle in which street smart people can even get by， with or without being exposed to this particular book。 。。。more
Lindsay
，
A little dry at times but very valuable info。
Abhishek Mishra
，
The book offered a fresh perspective on the ways we conduct our business。 I am sure the take aways from this book will help the reader in his real life。
Eugene
，
I never write reviews。 But I’ll do it this time。 It will be at least some satisfaction and compensation for time wasted on this book。Blue ocean as a concept - fine。 Nothing wrong about it。 But do you have to describe it in the most boring way possible？ It is so boring it’s deadly - you’ll fell asleep and choke to death trying to chew it。Good luck
Venera Arakelyan
，
A great book that every marketer should read！Will leave here some notes for me:1。 Taking a Blue Ocean approach means your goal isn’t to outperform the competition or be the best in the industry。 Instead， your aim is to redraw industry boundaries and operate within that new space， making the competition immaterial。2。 The Blue Ocean Strategy argues that consumers don’t have to choose between value and affordability。 If a company can identify what consumers currently value and then rethink how to p A great book that every marketer should read！Will leave here some notes for me:1。 Taking a Blue Ocean approach means your goal isn’t to outperform the competition or be the best in the industry。 Instead， your aim is to redraw industry boundaries and operate within that new space， making the competition immaterial。2。 The Blue Ocean Strategy argues that consumers don’t have to choose between value and affordability。 If a company can identify what consumers currently value and then rethink how to provide that value， differentiation and low cost can both be achieved。 This is termed “value innovation。” 。。。more
Mackel
，
Listening to this book in a Covid-19 world where new blue oceans need to be created。 However one needs to be careful to note that the landscape has completely shifted from the traditional strategy formulations。
Davor
，
If I read this book 10 years ago， I would have easily been blindsided by it and gave it a 5 star rating。 Yet with the advent of time。 we can easily now see just how wrong this book is。 I mean there is still some good stuff， but some of it is just horribly wrong。 Especially today in a fast moving economy， being first is in some cases a disadvantage， not an advantage。 Facebook， Google， LinkedIn， etc。 None of them were the first in their market。 I mean you could sum up this book that you need to cr If I read this book 10 years ago， I would have easily been blindsided by it and gave it a 5 star rating。 Yet with the advent of time。 we can easily now see just how wrong this book is。 I mean there is still some good stuff， but some of it is just horribly wrong。 Especially today in a fast moving economy， being first is in some cases a disadvantage， not an advantage。 Facebook， Google， LinkedIn， etc。 None of them were the first in their market。 I mean you could sum up this book that you need to create new markets for your company and product， but remember that someone else will do the same thing to you。 I don't know what to think about a book which applauds IBM， Dell， Ford and last but not least Blockbuster。。。 Thank you and good night。。 。。。more
Rita Pinto
，
Excelente！ Leitura fácil e obrigatória para empreendedores e gestores de negócios， muito útil。 Cheio de ferramentas para fazer e pensar out of the box。
Orlando Rueda
，
Old book but helpful insight on today’s worldIt is a long reading and some of the ideas of the books you might have read them already。 Personally it was a refresher of tactics learn though other books。 The examples of companies that created blue oceans does give you a great Understanding of how to use the principles。 In theory everything make sense， it is when it comes to practice that we start to question the theory。I’ll recommend reading this book as an eye opener of examples of companies that Old book but helpful insight on today’s worldIt is a long reading and some of the ideas of the books you might have read them already。 Personally it was a refresher of tactics learn though other books。 The examples of companies that created blue oceans does give you a great Understanding of how to use the principles。 In theory everything make sense， it is when it comes to practice that we start to question the theory。I’ll recommend reading this book as an eye opener of examples of companies that did find non costumers of an industry and made business out of it。 The cirque du solei example was that for me。 。。。more
David Hunter
，
An interesting model for approaching the problem of innovation and competition。
Matina Politi
，
Διάβασα την ελληνική έκδοση με τίτλο «Η στρατηγική των γαλάζιων ωκεανών: Κερδίστε τις ανεκμετάλλευτες αγορές» από τις εκδόσεις Κριτική。
Maxz
，
Great principles but could have been a lot shorter meaning less stories。
Ryan
，
I thought it was ok。 I've heard great stuff about the book but I just didn't get a lot out of it。 I thought it was ok。 I've heard great stuff about the book but I just didn't get a lot out of it。 。。。more
Stephanie
，
Must read for any business owner！！
Alex
，
Succinct and creative approach to organizational innovation。
Alexandre Azevedo
，
Blue Ocean it's about creating new markets never explored before。 In my personal view， this book allows structuring the readers thinking about how to create a prosperous strategy。 During the narration， every milestone that you need to achieve to reach a blue ocean is justified with cases of study which is an exceptional way to prove your points。 Nevertheless， the examples were simplified and briefly explained to fit the objectives pretended by the writers。 Easy-to-read， clear， simple， and transv Blue Ocean it's about creating new markets never explored before。 In my personal view， this book allows structuring the readers thinking about how to create a prosperous strategy。 During the narration， every milestone that you need to achieve to reach a blue ocean is justified with cases of study which is an exceptional way to prove your points。 Nevertheless， the examples were simplified and briefly explained to fit the objectives pretended by the writers。 Easy-to-read， clear， simple， and transversal to any kind of organization are some of the positive points of the book。I will recommend this book to anyone who needs structural thinking to deal with subjective topics of strategy。 。。。more
Arianna
，
uno dei più bei libri di marketing che abbia mai letto。Bisogna sempre evitare gli oceani rossi per evitare di essere mangiati dai big players
Nujud Alaql
，
1-المحيطات الحمراء تعبر عن الواقع الذي تواجهه المؤسسات ، فيما تعبر المحيطات الزرقاء عن الاحتمالات اللانهائية。2- الهدف من إستراتجية المحيط الأزرق : هو السماح لأي مؤسسة صغيرة كانت أم كبيرة جديدة كانت أم راسخة أن ترتقي لمستوى منافسة إنشاء محيط أزرق بطريقة تعظم من الفرص وتقلل من المخاطر 。3- أساسيات العمل الضرورية : الثقة والالتزام والتعاون الطوعي العميق بين موظفي المؤسسة 。4- يتكون السوق من نوعين من أنواع المحيطات : محيطات حمراء وهي تمثل جميع المجالات المتواجدة في عصرنا الحالي أي أنها مساحة السوق الم 1-المحيطات الحمراء تعبر عن الواقع الذي تواجهه المؤسسات ، فيما تعبر المحيطات الزرقاء عن الاحتمالات اللانهائية。2- الهدف من إستراتجية المحيط الأزرق : هو السماح لأي مؤسسة صغيرة كانت أم كبيرة جديدة كانت أم راسخة أن ترتقي لمستوى منافسة إنشاء محيط أزرق بطريقة تعظم من الفرص وتقلل من المخاطر 。3- أساسيات العمل الضرورية : الثقة والالتزام والتعاون الطوعي العميق بين موظفي المؤسسة 。4- يتكون السوق من نوعين من أنواع المحيطات : محيطات حمراء وهي تمثل جميع المجالات المتواجدة في عصرنا الحالي أي أنها مساحة السوق المعروفة ، في حين أن تمثل المحيطات الزرقاء جميع المجالات التي لم نعرف وجودها حتى وقتنا هذا أي أنها مساحة السوق المجهولة 。5- يعتبر ابتكار القيمة هو حجر الزاوية لإستراتيجية المحيطات الزرقاء 。6- عند البدء في المشروع يجب تحديد الحالة الحالية لمساحة السوق 。7- يجب أن نفكر كيفية تخفيض تكاليفك مقارنة بالمنافسين 。8- المنافس الذكي لا يسرق مبيعات من المنافسين بل ينشأ سوقا جديدا 。9- التركيز والاختلاف والشعار المقنع هي ثلاث سمات تكميلية من اجل نجاح إستراتيجية المحيط الأزرق 。10-نجحت خطوط ساوت ويست عندما استخدمت شعار （ سرعة الطائرة بتكلفة السيارة - عندما تحتاج لهذا - ） 。11- تصنف المجموعات الاستراتيجية على أساس بعدين وهو السعر والأداء 。12- هناك ثلاث أنواع للمشترين : هناك من يدفع المال مقابل الحصول على المنتج والخدمة ، مستخدمين فعليين ، مؤثرون مهمون 。13- هناك ثلاث مبادئ رئيسية لتقييم النزاعات بمرور الوقت : يجب أن تكون هذه النزاعات حاسمة بالنسبة لعملك ، لا يمكن التراجع عنها ، ولها مسار واضح 。14- يجب التركيز على الصورة العامة وليس النتائج 。15- هناك فلسفة يتبعها المديرون التنفيذيون （ المجانين في الفروع والعقلاء في المراكز ）。16- لا يجب على أي شركة أن تستعين بإسراف خارجية كبديل عن أعينها فلا يوجد بديل عن رؤية الأمور بنفسك 。17- لا يمكن للروح أن تفكر دون خيال < أرسطو > 。18- الشركات تكتشف أن المبيعات الكبيرة تدور عائدات أكبر من المعتاد。19- قيمة المنتج أو الخدمة بالنسبة للمشتري قد ترتبط بشكل كبير بإجمالي عدد مستخدميه 。20- في مؤسستنا يطلق عليك الرصاص قبل أن تقوم من مجلسك 。21-يعتبر التركيز هو جوهر قيادة نقطة التحول وليس الانتشار 。22-من أجل زيادة تأثير التغيير الاستراتيجي يجب أن يتحرك جميع الموظفين جملة واحدة ومن أجل نشر الطاقة الإيجابية على الجميع لا يجب عليك أن توزع جهودك على الجميع فتضعف بل عليك أن تركز جهودك على نقاط التأثير。23- ضع ناصحا أمينا على رأس فريقك الإداري 。24-قو من الأخيار وأسكت الأشرار 。25-لا تدخل إلى المعركة بمفردك ، بل حاول أن تجتذب أكبر عدد من موظفي الشركة ليدخلوا المعركة إلى جوارك 。 26- هناك ثلاث مبادئ تشترك معا في تعريف العملية العادلة : المشاركة والتفسير و وضوح التوقعات 。27- إنك لا تقدر أفكاري لذا لن أقدر أفكارك ولن أثق بالقرارات الاستراتيجية التي توصلت إليها أو أهتم بها。28- العروض الأساسية لنجاح الاستراتيجية : عرض القيمة ، عرض الربح ، عرض الأشخاص 。29- إن إنشاء محيط أزرق ليس إنجازا ثابتا وإنما عملية دائمة الحركة 。30- يجب الحفاظ على التوزان الصحي بين ربح اليوم ونمو الغد 。31- ليست هناك صناعة ممتازة بصفة دائمة 。32- الصناعة اليابانية تسعى وراء الجودة الصارمة والحجم الصغير 。 。。。more
Forrest
，
A well written book。 Enjoyed reading it。
Fausto
，
A well written book。 Enjoyed reading it。
Nourhan Saleh
，
نظرة تسويقية مختلفة، اصنع مكانك وليتبعك الاخرون، فتذهب لابعد منهم كلما ازدحم المحيط
Dena
，