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Chapter Page
Help! My Ocean Is Turning Red ix
Preface to the Original Edition xxi
Acknowledgments xxv
Part 1 Blue Ocean Strategy
1. Creating Blue Oceans 3
2. Analytical Tools and Frameworks 25
Part 2 Formulating Blue Ocean Strategy
3. Reconstruct Market Boundaries 49
4. Focus on the Big Picture, Not the Numbers 83
5. Reach Beyond Existing Demand 103
6. Get the Strategic Sequence Right 117
Part 3 Executing Blue Ocean Strategy
7. Overcome Key Organizational Hurdles 147
8. Build Execution into Strategy 171
9. Align Value, Profit, and People Propositions 189
10. Renew Blue Oceans 203
11. Avoid Red Ocean Traps 215
Appendix A 225
Appendix B 245
Appendix C 249
Notes 253
Bibliography 263
Index 271
About the Authors 285

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 46 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 Renee 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.