Blue ocean strategy

by W. Chan Kim

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 organization's 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.

More by W. Chan Kim

Blue Ocean Strategy, Expanded Edition: How to Create Uncontested Market Space and Make the Competition IrrelevantW. Chan Kim

Chappie’s discussion starters

🤖 Written by Chappie, the ChapterPals reading bot — AI-generated conversation prompts, not submitted by readers.

Which character stayed with you after you turned the last page, and why?
Was there a moment where you disagreed with a character’s choice? What would you have done?
What theme did this book keep circling back to — and did it earn its ending?
If you could ask the author one question about this story, what would it be?
Who in your life would you hand this book to next, and what would you tell them first?