Blue Ocean Strategy is the simultaneous pursuit of differentiation and low cost to open new market space and create new demand. A blue ocean strategy creates and captures uncontested market space, thereby making the competition irrelevant. The strategy is based on the view that market boundaries and industry structures are not a given and can be reconstructed by the actions and the beliefs of industry players.

Blue Ocean Strategy has also transformed the public sector at the local, state, and national level through high-impact, low-cost initiatives that cut across ministries, agencies, NGOs and municipalities. The blue ocean initiatives for national development are based on two principles – delivering high income through economic growth and integrated development, and enhancing the level of public well-being through greater security as well as social inclusion to close the social distance between various groups in society. Across the globe, governments are using blue ocean concepts to deliver high value at low cost.

Blue Ocean Strategy was conceived and developed from over 30 years of research by Chan Kim and Renée Mauborgne, professors of strategy at INSEAD and co-directors of the INSEAD Blue Ocean Strategy Institute in Fontainebleau, France. They are the authors global bestseller Blue Ocean Strategy, which has sold over 4 million copies and is recognized as one of the most iconic and impactful strategy books ever written. They are also the authors of Blue Ocean Shift, a bestseller on the New York Times and #1 on the Wall Street Journal, USA Today, and Los Angeles Times. To date, Blue Ocean Strategy and Blue Ocean Shift teaching materials have been adopted by over 2800 universities across the globe. Kim and Mauborgne are also the authors of the forthcoming book Beyond Disruption to be published by Harvard Business Review Press, May 2023.

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