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 enlarge | Authors: W. Chan Kim, Renée Mauborgne
Publisher: Harvard Business School Press
Category: Book
List Price: $29.95
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Rating:  171 reviews
Sales Rank: 644
Media: Hardcover
Edition: 1
Number Of Items: 1
Pages: 256
Shipping Weight (lbs): 1.1
Dimensions (in): 9.3 x 6.3 x 1
ISBN: 1591396190
Dewey Decimal Number: 658.802
EAN: 9781591396192
ASIN: 1591396190
Publication Date: February 3, 2005
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| Customer Reviews:
 "To strive, to seek, to find...." January 31, 2005
117 out of 130 found this review helpful
This is an especially thought-provoking book which, as have so many others, evolved from an article published in the Harvard Business Review. According to Kim and Mauborgne, "[in italics] Blue ocean strategy [end italics] challenges companies to break out of the red ocean of bloody competition by creating uncontested market space that makes the competition irrelevant...This book not only challenges companies but also shows them how to achieve this. We first introduce a set of analytical tools and frameworks that show you how to systematically act on this challenge, and, second, we elaborate the principles that define and separate blue ocean strategy from competition-based strategic thought." There are six principles which are introduced and then discussed on pages 49, 82, 102, 117, 143, and 172, respectively.
Frankly, I was somewhat skeptical that this book could deliver on the promises made in its subtitle. In fact, the material provided by Kim and Mauborgne is essentially worthless unless and until decision-makers in a given organization accept the challenge, are guided and informed by the six principles, and effectively use the tools within appropriate frameworks. The responsibility is theirs, not Kim and Mauborgne's. To assist their efforts, Kim and Mauborgne focus on several exemplary companies which have dominated (if not rendered irrelevant) their competition by penetrating previously neglected market space. They include the Body Shop, Callaway Golf, Cirque du Soleil, Dell, NetJets, the SONY Walkman, Southwest Airlines, Starbucks, the Swatch watch, and Yellow Tail wine.
Of greatest interest to me is Kim and Mauborgne's assertion that the innovations which enabled these companies to succeed with a Blue Ocean strategy did NOT depend upon a new technology. Rather, each company pursued a strategy which enabled it to free itself from industry boundaries. For Dell, that meant mass production of computers sold directly to consumers per each customer's specifications. Quite literally, each sale is "customized." For Callaway, creating an enlarged sweet spot to increase the frequency of solid contact for new or infrequent golfers just as, years ago, the enlarged Head racquet did so for new or infrequent tennis players. For Starbucks, creating a congenial environment within which to socialize, go online, or read while consuming coffee. All of these Blue Ocean strategies created new or much greater value for customers. Their emphasis is on the quality of experience, not on the benefits of a new technology.
According to Kim and Mauborgne, their research indicates that "the strategic move, and not the company or the industry, is the right unit of analysis for explaining the creation of blue oceans and sustained high performance. A strategic move is the set of managerial actions and decisions involved in making a major market-creating business offering." The cornerstone of a Blue Ocean strategy is value innovation which occurs "only when companies align innovation with utility, price, and cost positions. If they fail to anchor innovation with value in this way, technology innovators and market pioneers often lay the eggs that other companies hatch." For Kim and Mauborgne, value innovation is about strategy that embraces the entire system of a company's activities. It requires companies to orient the whole system toward achieving a "leap" in value for both buyers and themselves. Kim and Mauborgne explain HOW to create uncontested market space wherein competition is essentially irrelevant.
To paraphrase Henry Ford, whether decision-makers think they can or think they can't do that, they're right.
Going Beyond Competition January 25, 2005
21 out of 27 found this review helpful
In ''Blue Ocean Strategy", Renée Mauborgne and W. Chan Kim, professors of strategy and management at the INSEAD business school in France offer business leaders a blueprint for creating uncontested market space and making the competition irrelevant. This book, based on extensive research by the professors, offers important and fresh insights into business strategy that challenges the widely accepted wisdom of competitive advantage and competitive benchmarking.
In this significant book, Kim and Mauborgne clearly articulate the theory of "Blue Ocean Strategy" and elegantly bring the theory to life with entertaining and educational examples. These examples show how companies in mature and unattractive industries have created new market space by following what the professors refer to as "value innovation" strategies.
In contrast to competion-based red ocean strategies, value innovation blue ocean strategies are created through the actions and beliefs of business leaders who do not accept the existing boundaries of their markets and industries. Kim and Mauborgne show how companies within existing industries have created new market space by reconstructing their market boundaries and going beyond competing according to the traditional rules of their industries. These strategies have resulted in the creation of new untapped demand and profitable growth that have reached beyond existing customers and have turned non-customers into customers.
While competition-based red ocean strategies see either differentiation or low cost as a strategic choice, companies following the logic of blue ocean strategy seek to break the value-cost trade-off by pursuing differentiation and low-cost simultaneously. This is just one of several key insights developed in this book.
Up to this point, it has been taken for granted that creating new growth strategies was risky, left to entrepreneurs, and serendipitous. Kim and Mauborgne show that this need not be the case. Through their 15 years of research spanning over 100 years of business, Kim and Mauborgne have succeeded in formulating a comprehensive and systematic set of analytical frameworks to guide management teams in discovering new blue oceans while simultaneously reducing the risk that is typically assumed with growth.
Kim and Mauborgne articulate six principles for creating blue oceans, explain an associated framework to support implementation of each principle, and demonstrate how each principle will help business leaders to minimize each specific risk factor that is typically encountered during growth strategy formulation and execution efforts.
"Blue Ocean Strategy" is a must read for all business leaders who are responsible for charting their companies' future. It will provide a roadmap to help business leaders guide their teams to discover strategic options which create new blue oceans by aggregating the largest possible mass of buyers for their ideas. Additionally the principles in this book will help business leaders to think through how to sequence their strategic moves, tune their business models and engage their organizations in the blue ocean strategy process so that they can not only create new ideas, but more importantly realize healthy profits from them.
Ralph G. Trombetta
Value Innovation Network
NYC Metro Area
Insightful reading for every business leader January 25, 2005
5 out of 11 found this review helpful
If you haven't already recognized that spending time worrying about your competition means you have taken the eye off your own company -- this book will drive that message home.
Focus on your own space, your own customers and your own employees -- that's where growth and stability come from.
This book is going to rocket to the top of the best seller list -- and stay there.
Value Innovation - strategy book of the year 2005? January 10, 2005
404 out of 433 found this review helpful
The authors have published many articles over the last decade on Value Innovation. This is their first book. It summarizes their extensive knowledge on out-of-the-box strategic thinking.
What is a BLUE OCEAN STRATEGY? The authors explain it by comparing it to a red ocean strategy (traditional strategic thinking):
1. DO NOT compete in existing market space. INSTEAD you should create uncontested market space.
2. DO NOT beat the competition. INSTEAD you should make the competition irrelevant.
3. DO NOT exploit existing demand. INSTEAD you should create and capture new demand.
4. DO NOT make the value/cost trade-off. INSTEAD you should break the value/cost trade-off.
5. DO NOT align the whole system of a company's activities with its strategic choice of differentiation or low cost. INSTEAD you should align the whole system of a company's activities in pursuit of both differentiation and low cost.
A red ocean strategy is based on traditional strategic thinking - e.g. Harvard's strategy guru Michael Porter.
Some cases:
* Airline industry price wars result in bankruptcies and low profit margins. Southwest Airlines creates a new market by offering the speed of air travel with the low cost and flexibility of driving.
* Golf equipment industry competes to win a greater share of existing golf customers. Callaway Golf creates "Big Bertha", a golf club with a large head that attracted new customers to golf that had been frustrated by the difficulty of hitting the ball.
* The cosmetic industry creates a red ocean with models, expensive advertising, and promises of youth and beauty. The Body Shop creates a blue ocean that lasts more than a decade by creating functional cosmetics that defied the industry which sold emotionally appealing cosmetics.
* The wine industry gluts the market with a red ocean of thousands of brands competing on the finest oaks and tannins and legacy winey names. Casella wines creates [yellow tail], a blue ocean wine that succeeded by eliminating complexity, elitism and consumer confusion and creating a fun simple image that non-wine drinkers could enjoy.
A blue ocean is created in the region where a company's actions favourably affect both its cost structure and it value proposition to buyers. Cost savings are made from eliminating and reducing the factors an industry competes on. Buyer value is lifted by raising and creating elements the industry has never offered. Over time, costs are reduced further as scale economies kick in, due to the high sales volumes that superior value generates.
Examples of strategic moves that created blue oceans of new, untapped demand:
- NetJets (fractional Jet ownership)
- Cirque du Soleil (the circus reinvented for the entertainment market)
- Starbucks (coffee as low-cost luxury for high-end consumers)
- Ebay (online auctioning)
- Sony (the Walkman - personal portable stereos)
- Cars: Japanese fuel-efficient autos (mid-70s) and Chrysler minivan (1984)
- Computers: Apple personal computer (1978) and Dell's built-to-order computers (mid-1990s).
The INSEAD professors Kim and Mauborgne have written regularly on the subject of Value Innovation since 1997 in Harvard Business Review. Being a business development manager, their thought leadership on strategic innovation has inspired me tremendously over the years. Their articles have been standard texts for many MBA students for some time (e.g. "Value Innovation", "Creating New Market Space", "Charting your Company's Future"). I expect their first book to be just as dominant in any strategy library as Michael Porter's books (the guru behind the classic red ocean strategies).
Peter Leerskov,
M.Sc. in International Business (Marketing & Management) and Graduate Diploma in E-business
Give freedom back to strategy, November 26, 2004
8 out of 16 found this review helpful
The book which is due Feb 2005 will be a must read for executives who are in search of strategic excellence.
The two INSEAD academics offer button down help to break the ghetto boundaries of todays mainstream strategy paradigm.
Those of you who entertained the string of articles (HBR and the like) the two researchers published over the last half a dozen years will like the convenient comprehensiveness offered now by the book.
Kim and Mauborgne offer a rich set of tools for management education and strategic moves to conquer "blue oceans" i.e. uncontested market space which competitors addictive to the mantra of bench marking will not even identify.
A global team of practitioners ( including myself ) have prototyped succesfully the offered approaches.They are rock solid and actionable which is more one is able to say about other hipped frameworks .
This new set of grammar to strategy creation and communication will change senior management teams strategic mindset fundamentally.
The reader will be encouraged to finish the abuse of bench marking. Managers will demonstrate their new mindset and source aggressively strategy development back inside ( currently provided from outside by consulting networks which study irrelevant topics for that matter i.e. industry and competition).
Advanced readers will happily update their canon of books about strategy which encompass among others Sun-Tzu,Clausewitz,Drucker,M.Porter,G. Hamel,C.K.Prahalad,von Hippel and Christensen.
Enjoy the reading experience and act.
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