BLUE OCEAN STRATEGYBlue Ocean StrategyIntroductionBlue Ocean Strategy is a 2005 marketing book by W. Chan Kim and Renee Mauborgne. The book borrows primarily from a range of over 140 books from strategic marketing. travels over a period of more than a century. The book succeeds in showing how businesses can outperform their competitors. Not because they are fighting them, but rather because of what the authors call blue oceans, which consist of uncontested market space. customers. They achieve this by presenting tools for implementing a successful marketing strategy and determining blue oceans (Kim & Mauborgne 2005). They also examine a set of strategies used while analyzing their strengths and weaknesses. These movements create what researchers call value innovation. As part of a strategy that renders competitors almost inactive, through a process of creating new demand. Currently, most industries are experiencing an influx of companies looking to provide identical products. They engage in tight competition, for profits and business growth, thus resulting in a marketing war driven by differentiation. The Blue Ocean Strategy primarily focuses on six principles that it considers essential to the formulation and execution of successful blue ocean strategies. These principles give clear guidelines on how to achieve a strategic sequence, address organizational challenges, rebuild market boundaries, reach markets beyond existing demand, focus on a larger market and successfully integrate execution into strategy. The analytical framework... ... middle of paper ......ionals. Many have argued that its strategy of combining differentiation and low cost was a viable option for maximizing profits (Lauer 2007). The book was first documented in the Harvard Business Review as a scientific article in 1997 and it was not until 2005 that the article became a book for publication. References Kim, WC & Mauborgne , R. (2005), Blue Ocean Strategy: How to create uncontested market space and make competition irrelevant. Boston, MA: Harvard Business School Press. Kim, WC (2012), Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant. Sl: must-read summaries. Lauer, C. and Kim, WC (2007), Featured Book Review Blue Ocean Strategy: Sailing the Oceans: How to Make Business Competitors Irrelevant by Creating a New Market Space: Review. Concord City, Pennsylvania: Sound View Executive Book Summaries.