Blue Ocean Strategy

Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant (2005) by W. Chan Kim and Renée Mauborgne outlines how companies can unlock new demand by redefining market boundaries.

It introduces tools such as the Value Innovation concept, the Strategy Canvas, and the Four Actions Framework to help leaders identify noncustomers, reshape offerings, and sustain differentiation without competing head-to-head.