Blue Ocean Strategy, Enhanced Edition: How to Create Uncontested Market Space and Make the Competition Irrelevant

W. Chan Kim and Renée Mauborgne are professors of strategy at INSEAD and codirectors of the INSEAD Blue Ocean Strategy Institute. They are the authors of the global bestseller Blue Ocean Strategy, which is recognized as one of the most iconic and impactful strategy books ever written, with over 4 million copies sold, publication in a record-breaking 49 languages, and bestseller status across 5 continents. They are also the authors of Blue Ocean Shift, the New York Times and #1 Wall Street Journal bestseller, and the USA Today bestseller Beyond Disruption. In 2023, on its 100th anniversary, Harvard Business Review honored Kim and Mauborgne as two of its four most influential authors for their contribution to management research and ideas. In 2019, they were named the most influential management thinkers in the world by Thinkers50. They are the founders of the Blue Ocean Global Network. For more on these authors, see blueoceanstrategy.com.