Based on a study of 150 strategic moves spanning more than a hundred years and thirty industries, Kim and Mauborgne argue that tomorrow's leading companies will succeed not by battling competitors, but by creating "blue oceans" of uncontested market space ripe for growth. Such strategic moves - termed "value innovation" - create powerful leaps in value for both the firm and its buyers, rendering rivals obsolete and unleashing new demand." Blue Ocean Strategy provides a systematic approach to making the competition irrelevant. In this frame-changing book, Kim and Mauborgne present a proven analytical framework and the tools for successfully creating and capturing blue oceans. Examining a wide range of strategic moves across a host of industries, Blue Ocean Strategy highlights the six principles that every company can use to successfully formulate and execute blue ocean strategies.

TABLE OF CONTENTS
1 Creating blue oceans
2 Analytical tools and frameworks
3 Reconstruct market boundaries
4 Focus on the big picture, not the numbers
5 Reach beyond existing demand
6 Get the strategic sequence right
7 Overcome key organizational hurdles
8 Build execution into strategy
9 Conclusion : the sustainability and renewal of blue ocean strategy