How to make the competition irrelevant

Renee Mauborgne and W. Chan Kim

Judie Lannon talks to W.Chan Kim and Renee Mauborgne about how blue ocean strategy is helping companies seize new growth opportunities in today’s business environment by understanding the logic and principles that underpin value innovation.

How To Make The Competition Irrelevant

Judie Lannon

JUDIE LANNON: Let me begin with the obvious question: What is a blue ocean strategy?

CHAN KIM: The short answer is that blue ocean strategy is a way to make the competition irrelevant by creating a leap in value for both the company and its customers.

JL: What, then, are red and blue oceans, and why do you use the colours red and blue?

RENEE MAUBORGNE: We use the terms red and blue oceans to describe the market universe. Red oceans are all the...

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