Blue Ocean Strategy | blue ocean and red ocean strategy
MarketingtheorybookBlueOceanStrategyisabookpublishedin2004writtenbyW.ChanKimandRenéeMauborgne,professorsatINSEAD,[1]andthenameofthemarketingtheorydetailedonthebook.Theyassertthatthesestrategicmovescreatealeapinvalueforthecompany,itsbuyers,anditsemployeeswhileunlockingnewdemandandmakingthecompetitionirrelevant.Thebookpresentsanalyticalframeworksandtoolstofosteranorganizationsabilitytosystematicallycreateandcapture"blueoceans"—unexplorednewmarketareas.[2]Anexpandededitionofthebookwaspublishedi...
Marketing theory book
Blue Ocean Strategy is a book published in 2004 written by W. Chan Kim and Renée Mauborgne, professors at INSEAD,[1] and the name of the marketing theory detailed on the book.
They assert that these strategic moves create a leap in value for the company, its buyers, and its employees while unlocking new demand and making the competition irrelevant. The book presents analytical frameworks and tools to foster an organizations ability to systematically create and capture "blue oceans"—unexplored new market areas.[2] An expanded edition of the book was published in 2015, while a sequel entitled Blue Ocean Shift was published in 2017.
Book layout and concepts[edit]The book is divided into three parts:[2]
The first part presents key concepts of blue ocean strategy, including Value Innovation – the simultaneous pursuit of differentiation and low cost – and key analytical tools and frameworks such as the strategy canvas and the four action...