Picture a world comprised of two oceans, begin the authors, professors at INSEAD, the French business school.

Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant
By W. Chan Kim and Renée Mauborgne
Harvard Business School Press, December 2004
272 pages, $27.95

Picture a world comprised of two oceans, begin the authors, professors at INSEAD, the French business school. The red ocean includes every company now in existence. The blue ocean? Unoccupied space. Given the choice, they ask, why would you ever want to position your company in the red ocean? You wouldn't. The secret to moving into the blue ocean is to concentrate on value and innovation, not your competition. The authors spend most of the book explaining how organizations ranging from Cisco Systems to Cirque du Soleil have done just that.

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