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Blue Ocean Strategy, Expanded Edition: How to Create Uncontested Market Space and Make the Competition Irrelevant Hardcover – Illustrated, Jan. 20 2015
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OVER 4 MILLION COPIES SOLD
WALL STREET JOURNAL AND BUSINESSWEEK BESTSELLER
RECOGNIZED AS ONE OF THE MOST ICONIC AND IMPACTFUL STRATEGY BOOKS EVER WRITTEN
The global phenomenon that has sold over 4 million copies, is published in a record-breaking 47 languages and is a bestseller across five continents—now updated and expanded with new content. Named by Fast Company as one of the most influential leadership books in its Leadership Hall of Fame. A strategy classic.
In this perennial bestseller, embraced by organizations and industries worldwide, globally preeminent management thinkers W. Chan Kim and Renée Mauborgne challenge everything you thought you knew about the requirements for strategic success. Recognized as one of the most iconic and impactful strategy books ever written, BLUE OCEAN STRATEGY, now updated with fresh content from the authors, argues that cutthroat competition results in nothing but a bloody red ocean of rivals fighting over a shrinking profit pool. Based on a study of 150 strategic moves (spanning more than 100 years across 30 industries), the authors argue that lasting success comes not from battling competitors but from creating "blue oceans"—untapped new market spaces ripe for growth.
BLUE OCEAN STRATEGY presents a systematic approach to making the competition irrelevant and outlines principles and tools any organization can use to create and capture their own blue oceans. This expanded edition includes:
- A new preface by the authors: Help! My Ocean Is Turning Red
- Updates on all cases and examples in the book, bringing their stories up to the present time
- Two new chapters and an expanded third one—Alignment, Renewal, and Red Ocean Traps—that address the most pressing questions readers have asked over the past 10 years
A landmark work that upends traditional thinking about strategy, this bestselling book charts a bold new path to winning the future. Consider this your guide to creating uncontested market space—and making the competition irrelevant.
To learn more about the power of BLUE OCEAN STRATEGY, visit blueoceanstrategy.com. There you'll find all the resources you need—from ideas in practice and cases from government and private industry, to teaching materials, mobile apps, real-time updates, and tips and tools to help you make your blue ocean journey a success.
- Print length320 pages
- LanguageEnglish
- PublisherHarvard Business Review Press
- Publication dateJan. 20 2015
- Dimensions16 x 3.3 x 23.37 cm
- ISBN-101625274491
- ISBN-13978-1625274496
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Product description
Review
"one of the bestselling business books of the century" — Financial Times
"Blue Ocean Strategy is the most successful book on business master-planning" — The Economist
"A great read for any leader looking to get a real edge in business and establish a real competitive advantage in the market." — Qantas The Australian Way
Praise for Blue Ocean Strategy:
- A bestseller across 5 continents
- More than 4 million copies sold worldwide
- Translated into 47 languages
- A Wall Street Journal, BusinessWeek, and Fast Company bestseller
- Thinkers50 Strategy Award for Best Business Book of the decade
- The Fast Company Leadership Hall of Fame
- Winner of the Carl S. Sloane Award for Excellence in Management Consulting
About the Author
W. Chan Kim and Renée Mauborgne are Professors of Strategy at INSEAD and Codirectors of the INSEAD Blue Ocean Strategy Institute. They are the authors of the New York Times and #1 Wall Street Journal bestseller, BLUE OCEAN SHIFT and the international bestseller BLUE OCEAN STRATEGY, which is recognized as one of the most iconic and impactful strategy books ever written. Blue Ocean Strategy has sold over 4 million copies, is being published in a record-breaking 47 languages, and is a bestseller across five continents. In 2019, Chan Kim and Renée Mauborgne were named the world's most influential business thinkers by Thinkers50. They are the recipients of numerous academic and management awards around the world including the Nobels Colloquia Prize for Leadership on Business and Economic Thinking, the Carl S. Sloane Award by the Association of Management Consulting Firms, the Leadership Hall of Fame by Fast Company, and the Eldridge Haynes Prize by the Academy of International Business, among others. They are Fellows of the World Economic Forum and the founders of the Blue Ocean Global Network. For more on these authors and their new book, BLUE OCEAN SHIFT, see blueoceanstrategy.com.
Product details
- Publisher : Harvard Business Review Press; Revised ed. edition (Jan. 20 2015)
- Language : English
- Hardcover : 320 pages
- ISBN-10 : 1625274491
- ISBN-13 : 978-1625274496
- Item weight : 538 g
- Dimensions : 16 x 3.3 x 23.37 cm
- Best Sellers Rank: #1,378 in Books (See Top 100 in Books)
- #1 in Industrial Marketing (Books)
- #1 in Industrial Marketing & Sales
- #2 in Global Marketing (Books)
- Customer Reviews:
About the authors
W. Chan Kim is the Distinguished Professor of Strategy and International Management Emeritus and the Co-Director of the INSEAD Blue Ocean Strategy Institute.
He is the co-author of Beyond Disruption: Innovate and Achieve Growth without Displacing Industries, Companies, or Jobs, and the over 4 million copy global bestseller Blue Ocean Strategy, which is recognized as one of the most iconic and impactful strategy books ever written, and the New York Times, #1 Wall Street Journal, USA Today, and Los Angeles Times bestseller Blue Ocean Shift.
To date, blue ocean strategy and blue ocean shift teaching materials have been adopted by over 2800 universities across the globe. In 2022, Harvard Business Review selected Blue Ocean Strategy as one of the most influential and innovative articles published in Harvard Business Review over the last 100 years. And in 2023 Kim along his colleague Renée Mauborgne were honored as two of the four leading thinkers in the 100 years of Harvard Business Review’s publication for the global impact of their paradigm-breaking body of research and ideas.
Kim has published numerous articles in top academic and managerial journals including Academy of Management Journal, Management Science, Organization Science, Strategic Management Journal, Administrative Science Quarterly, Journal of International Business Studies, Harvard Business Review, MIT Sloan Management Review, The Wall Street Journal, The New York Times, and The Financial Times, among others. The Journal of International Management recognizes Kim as one of the world’s most influential academic journal authors in global strategy.
Kim is the recipient of numerous academic and management awards including the Nobels Colloquia Prize for Leadership on Business and Economic Thinking, the Carl S. Sloane Award by the Association of Management Consulting Firms, the Leadership Hall of Fame by Fast Company, the Eldridge Haynes Prize for the best original paper by Academy of International Business, among others. He along with his colleague Renée Mauborgne was named the most influential management thinker in the world by Thinkers50.
To learn more, visit www.blueoceanstrategy.com.
Renée Mauborgne is the Co-Director of the INSEAD Blue Ocean Strategy Institute and The INSEAD Distinguished Fellow and a professor of strategy at INSEAD. Mauborgne served on President Barack Obama’s Board of Advisors on Historically Black Colleges and Universities (HBCUs) for the President’s two terms. She is also a Fellow of the World Economic Forum. Her book Blue Ocean Strategy, co-authored with W. Chan Kim, has sold over 4 million copies and is recognized as one of the most iconic and impactful strategy books ever written. She is also a co-author of the New York Times and #1 Wall Street Journal bestseller, Blue Ocean Shift.
Mauborgne is ranked #1 most influential management thinker in the world in the Thinkers50 listing of the World’s Top Management Gurus. She is the first woman ever to top the ranking. She was named among the world's top 5 best business school professors in 2013 by MBA Rankings. Mauborgne received the Nobels Colloquia Prize for Leadership on Business and Economic Thinking 2008.
To learn more, visit www.blueoceanstrategy.com.
Customer reviews
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Top reviews
Top reviews from Canada
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I did find myself having sticky notes, so thats a plus to go back to and re-read.
Overall, this is more catered towards large corporations/organizations. Myself, I own a small business so many of the concepts were not applicable but good to know.
Lots of graphs and figures
A must if your thinking of building new business
Top reviews from other countries

Merging innovations into one new innovation which is Blue Ocean is a WOW factor of this book. The cases studies in the book is priceless and I still can read it again and again…
Giving it a 4 star just because the vocabulary in the books sometimes is too complicated...but again a priceless study material which can't be skipped!
I brought the hardcover version which is high quality and durable. I completed the book in 12 days reading probably 1-2 hours a day, and I still crave for it more...
If you find the review useful, consider clicking helpful!


Reviewed in India 🇮🇳 on September 27, 2018
Merging innovations into one new innovation which is Blue Ocean is a WOW factor of this book. The cases studies in the book is priceless and I still can read it again and again…
Giving it a 4 star just because the vocabulary in the books sometimes is too complicated...but again a priceless study material which can't be skipped!
I brought the hardcover version which is high quality and durable. I completed the book in 12 days reading probably 1-2 hours a day, and I still crave for it more...
If you find the review useful, consider clicking helpful!



I love the various business cases discussed in the book. It is written with quite an academic style, so does require some concentration to understand.
Overall recommended!


