Discover a groundbreaking approach to business strategy that has taken the world by storm! Blue Ocean Strategy challenges traditional competition-focused thinking, and shows that sustained, profitable growth is not achieved by battling rivals, but by creating "blue oceans" — untapped market spaces ripe for growth. Learn from W. Chan Kim and Renée Mauborgne as they share their extensive research and outline the principles and tools any company can use to make the competition irrelevant and create their own blue ocean. A bestseller across five continents, this landmark work charts a bold new path to winning the future.