“Blue Ocean Strategy” presents a systematic approach to making the competition irrelevant by creating uncontested market space, known as “blue oceans.” The book argues that cutthroat competition results in a “red ocean” of rivals fighting over a shrinking profit pool. Instead, lasting success comes from creating blue oceans—untapped new market spaces ripe for growth. The expanded edition includes new content, such as a preface addressing the challenges of red oceans, updates on all cases and examples, and two new chapters on alignment, renewal, and avoiding red ocean traps. The authors provide principles and tools any organization can use to create and capture their own blue oceans, challenging traditional thinking about strategy and charting a bold new path to winning the future.
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