Bcg Henderson Institute

In Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant, Renée Mauborgne argues that lasting growth does not come from winning market share in crowded existing industries, but from creating entirely new market space that no one is competing in yet. Mauborgne is a professor of strategy at INSEAD and co-director of the INSEAD Blue Ocean Strategy Institute. Blue Ocean Strategy, co-written with W. Chan Kim has sold more than 4 million copies and is recognized as one of the most iconic and impactful strategy books ever written. The new 20th anniversary edition tests the original theory against today’s market realities and is enhanced with fresh cases, including NVIDIA’s three successive market-creating moves, a new preface that highlights the book’s ongoing global impact, and a curated list of over fifty blue ocean cases across diverse industries that expand far beyond those in the original version. In her conversation with Adam Job, senior director at the BCG Institute,