Based on a study of 150 strategic moves spanning more than a hundred years and thirty industries, Kim and Mauborgne argue that tomorrow’s leading companies will succeed not by battling competitors, but by creating “blue oceans” of uncontested market space ripe for growth. Such strategic moves– termed “value innovation”– create powerful leaps in value for both the firm and its buyers, rendering rivals obsolete and unleashing new demand. Blue Ocean Strategy provides a systematic approach to making the competition irrelevant. In this frame-changing book, the authors present a proven analytical framework and the tools for successfully creating and capturing blue oceans.