Click here to read the article.

“Blue Ocean Shift” is a book written by W. Chan Kim and Renée Mauborgne, who also authored “Blue Ocean Strategy.” The book focuses on practical strategies for businesses to create new markets and opportunities, known as “blue oceans,” rather than competing in existing, overcrowded markets, referred to as “red oceans.” It provides a framework and tools for organizations to innovate and create uncontested market space.

The central concept of the book revolves around the idea that rather than fighting for a share of existing markets, businesses can find greater success by exploring and creating new markets where competition is limited or nonexistent. The authors offer practical frameworks, tools, and real-world examples to help readers understand and implement blue ocean strategies in their own contexts.