Blue Ocean Shift Free Summary

In the mid-2000s, strategists around the globe bandied about the terms “blue
ocean” and “red ocean” to describe their market position. The international
bestseller Blue Ocean Strategy by W. Chan Kim and Renée Mauborgne
became required reading for business students and practitioners in every
industry. The authors’ breakthrough observation was that while most
companies drown in overpopulated red oceans teeming with cutthroat
competition, they should seek calmer blue oceans, the unexplored waters of
unlimited market potential.

In this well-researched sequel, Kim and Mauborgne provide a step-by-step

guide to identifying growth opportunities and creating new markets. Its
beauty lies in the authors’ simple eloquence and carefully outlined,
methodical approach. Their powerful, real-life examples bolster their theories
and make them easier to grasp. getAbstract recommends this instant
bestseller to managers, marketers and planners whether they work in a start-
up, small business or large corporation.

The authors are business consultants and professors, and their writing
reflects their academic bent. Their thorough case studies of companies that
have undergone a blue ocean transformation, such as citizenM Hotels,
Groupe SEB and Comic Relief, provide a broad, accessible understanding of
the blue ocean mind-set, tools and humanistic process.

About the Authors

W. Chan Kim and Renée Mauborgne are co-directors of the INSEAD
Blue Ocean Strategy Institute and professors of strategy at INSEAD. They co-
wrote the international bestseller Blue Ocean Strategy.