What is the Blue Ocean strategy?

What is the Blue Ocean strategy?Blue Ocean Strategy is a business strategy book written by W. Chan Kim and Renee Mauborgne of The Blue Ocean Strategy Institute at INSEAD, the second largest business school in the world. The book illustrates the high growth and profits an organization can generate by creating new demand in an uncontested market space, or a “Blue Ocean”, than by competing head-to-head with other suppliers for known customers in an existing industry. Based on 15 years of research, the authors used 150 successful strategic moves spanning 120 years of business history and across 30 industries to bring the Blue Ocean Strategy theory to life. The book has sold more than a million copies in its first year of publication and is being published in 41 languages.

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