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How to Create Uncontested Market Space and
Make the Competition Irrelevant
W. Chan Kim
H A R V A R D B U S I N E S S S C H O O L P R E S S
B O S T O N , M A S S A C H U S E T T S
FM-Kim.qxd 10/25/04 10:03 AM Page iv Copyright 2005 Harvard Business School Publishing Corporation All rights reserved
Printed in the United States of America
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No part of this publication may be reproduced, stored in or introduced into a retrieval system, or transmitted, in any form, or by any means (electronic, mechanical, photocopying, recording, or otherwise), without the prior permission of the publisher.
Requests for permission should be directed to firstname.lastname@example.org, or mailed to Permissions, Harvard Business School Publishing, 60 Harvard Way, Boston, Massachusetts 02163.
Library of Congress Cataloging-in-Publication Data Kim, W. Chan.
Blue ocean strategy: how to create uncontested market space and make the competition irrelevant / W. Chan Kim, Renée Mauborgne.
Includes bibliographical references and index.
ISBN 1-59139-619-0 (hardcover: alk. paper)
1. New products. 2. Market segmentation. I. Mauborgne, Renée. II. Title.
The paper used in this publication meets the requirements of the American National Standard for Permanence of Paper for Publications and Documents in Libraries and Archives Z39.48–1992
FM-Kim.qxd 10/25/04 10:03 AM Page v To friendship and to our families,
who make our worlds
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Part One: Blue Ocean Strategy
Creating Blue Oceans
Analytical Tools and Frameworks
Part Two: Formulating Blue Ocean Strategy
Reconstruct Market Boundaries
Focus on the Big Picture, Not the Numbers
Reach Beyond Existing Demand
Get the Strategic Sequence Right
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