Blue Ocean Strategy, Expanded Edition

A global phenomenon now published in a record 44 languages. Over 3.5 million copies sold. A bestseller across five continents.

Your Guide to Creating Uncontested Market Space-and Making the Competition Irrelevant

This international bestseller, embraced by organizations and industries worldwide, challenges everything you thought you knew about the requirements for strategic success.

Now updated with a new chapter and additional content from the authors, Blue Ocean Strategy 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 company can use to create and capture their own blue oceans. A landmark work that upends traditional thinking about strategy, this bestselling business book charts a bold new path to winning the future.