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Strategy

How to Create Uncontested Market Space and

Make the Competition Irrelevant

W. Chan Kim

Renee Mauborgne

HARVARD BUSINESS SCHOOL PRESS

BOSTON, MASSACHUSETTS

Copyright 2005 Harvard Business School Publishing Corporation All rights reserved Printed in the United States of America

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Library of Congress Cataloging-in-Publication Data Kim, W. Chan. Blue ocean strategy: how to create uncontested market space and make the competition irrelevant / W. Chan Kim, Renee Mauborgne. p. cm. Includes bibliographical references and index. ISBN 1-59139-619-0 (hardcover: alk. paper) 1. New products. 2. Market segmentation. I. Mauborgne, Renee. II. Title. HF5415.153.K53 2005 658.8'02-dc22 2004020857 The paper used in this publication meets the requirements of the American National Standard for Permanence of Paper for Publications and Documents in Libraries and Archives Z39.48-1992

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