Introduction

BLUE OCEAN STRATEGY is one of the most influential business ideas of our time. The award-winning eponymous book by W. Chan Kim and Renée Mauborgne, first published in 2005 and reissued in an expanded edition in 2015, has become a global phenomenon—selling over 3.6 million copies worldwide and available in forty-four languages. The idea is popular in companies across the globe because it addresses the one challenge that, irrespective of geography or industry, all managers eventually face: how to create new market space.

But what most managers may not know is that Kim and Mauborgne’s theory, frameworks, and tools for creating new market space were first published in the pages of Harvard Business Review as groundbreaking articles that ...

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