Blue Ocean Strategy, by Renee Mauborgne and W. Chan Kim (Harvard Business School Press, 2005), conceived of a new way for companies to drive profitable growth: by creating uncontested market spaces (blue oceans) where the competition is irrelevant, instead of fighting it out in overcrowded, commoditized industries (red oceans). In blue oceans, companies invent and capture new demand by turning noncustomers into customers, and by providing customers with more value while streamlining costs and building brand equity.
In the article ""Blue Ocean Leadership"" (Harvard Business Review, May 2014), Mauborgne and Kim explain how the Blue Ocean Strategy model, concepts, and analytic frameworks can be applied by leaders to more fully engage employees, release untapped talent and energy in organizations, and move companies forward--rapidly and at low cost.
In this interactive Harvard Business Review webinar, Professor Mauborgne discusses the key ideas underlying both Blue Ocean Strategy and ""Blue Ocean Leadership."" She describes how leaders are using these ideas to better engage talent, and how companies are driving profitable growth by unlocking new opportunities.