About the Course

Companies have long engaged in head-to-head competition in search of sustained, profitable growth. They have fought for competitive advantage, battled over market share, and struggled for differentiation.

Yet in today’s overcrowded industries, competing head-on results in nothing but a bloody “red ocean” of rivals fighting over a shrinking profit pool. In a book that challenges everything you thought you knew about the requirements for strategic success, W. Chan Kim and Renée Mauborgne contend that while most companies compete within such red oceans, this strategy is increasingly unlikely to create profitable growth in the future.


Based on a study of 150 strategic moves spanning more than a hundred years and thirty industries, Kim and Mauborgne argue that tomorrow’s leading companies will succeed not by battling competitors, but by creating “blue oceans” of uncontested market space ripe for growth. Such strategic moves—termed “value innovation”— create powerful leaps in value for both the firm and its buyers, rendering rivals obsolete and unleashing new demand.


Blue Ocean Strategy provides a systematic approach to making the competition irrelevant. In this frame-changing book, Kim and Mauborgne present a proven analytical framework and the tools for successfully creating and capturing blue oceans. Examining a wide range of strategic moves across a host of industries,


Blue Ocean Strategy highlights the six principles that every company can use to successfully formulate and execute blue ocean strategies. The six principles show how to reconstruct market boundaries, focus on the big picture, reach beyond existing demand, get the strategic sequence right, overcome organizational hurdles, and build execution into strategy.


Upending traditional thinking about strategy, this landmark book charts a bold new path to winning the future.


Who Should Attend

Top-level managers with responsibilities for formulating or reviewing strategy for firms, divisions, businesses, product lines or brands. It will be especially beneficial to top-level managers in innovative or fast-changing industries or sectors.


Learning Outcomes

This course will demystify competitive strategy and blue ocean strategy.

Participants will learn to:

  • Deconstruct industries to find the best position within them
  • Determine the drivers of industry profitability
  • Map the loci of current and future profit flows in the value chain
  • Formulate or review a strategic plan
  • Participants will also:
  • Obtain insights into business models and positioning configurations utilized by successful local firms
  • Participate in a hands-on Blue Ocean Strategy Simulation
  • Acquire an in-depth understanding of Blue Ocean Strategy tools and concepts and
  • Begin to develop a blue ocean strategy for their own organizations


Table of Contents

Part 1: Blue Ocean Strategy

Chapter 1: Creating Blue Oceans

Appendix A: Three Industries with Blue Ocean Creation

Chapter 2: Analytical Tools and Frameworks


Part Two: Formulating Blue Ocean Strategy

Chapter 3: Reconstruct Market Boundaries

Chapter 4: Focus on the Big Picture, Not the Numbers

Chapter 5: Reach Beyond Existing Demand

Chapter 6: Get the Strategic Sequence Right


Part Three: Executing Blue Ocean Strategy

Chapter 7: Overcome Key Organizational Hurdles

Chapter 8: Build Execution into Strategy

Chapter 9: Align Value, Profit, and People Propositions

Chapter 10: Renew Blue Oceans

Chapter 11: Avoid Red Ocean Traps

Appendix B: A Reconstructionist View of Strategy

Appendix C: Market Dynamics of Value Innovation



Launch Course

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