Authors and thinkers
Author

Renée Mauborgne

6 key ideas, each explained in our own words.

Blue Ocean Strategy

  1. IDEA 1

    Red oceans versus blue oceans

    Crowded markets are red oceans where rivals fight over shrinking profit. Blue oceans are new market spaces where competition is irrelevant.

  2. IDEA 2

    Value innovation

    Create a leap in value for buyers while lowering costs, rather than trading one off against the other.

  3. IDEA 3

    The four actions

    Ask which factors to eliminate, reduce, raise and create compared with industry norms.

All 6 ideas from Blue Ocean Strategy →

Debates featuring Renée Mauborgne

Compete harder, or escape competition?Win the competitive game vs Create a new space

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