Blue Ocean Strategy

Based on a study of 150 strategic moves spanning more than a century across thirty industries, INSEAD professors W. Chan Kim and Renée Mauborgne challenge traditional competitive strategy. They argue that lasting success comes not from battling rivals in crowded 'red oceans', but from creating uncontested market space—'blue oceans'—where competition becomes irrelevant by unlocking new demand and value innovation.

Auteur : W. Chan Kim & Renée Mauborgne