Blue Ocean Strategy by W. Chan Kim and Renee Mauborgne, the international best-selling strategy book, coined the term, Blue Ocean, now very much of an established term in business, against Red Ocean, the term for a market full of fierce competition. Blue Ocean Strategy, in contrast to other traditional strategies many strategists have focused on in the so-called red-ocean markets, will change your way of thinking. With Blue Ocean Strategy tools and principles, one can easily think about how to create Blue Ocean opportunities in any markets and win by making the competition irrelevant.

INSEAD Chaired Professors of Strategy, W. Chan Kim and Renee Mauborgne, show in this book, based on their research of 150 strategic positions taken by businesses in 30 industries over 100 years, that leading companies have created and seek Blue Ocean opportunities by tapping into new markets to grow, out of the bloody Red Ocean where profits are shrinking.

Readers of this book will be equipped with Blue Ocean principles and tools that can be applied right away to render competition obsolete and tap into new Blue Ocean of demand.