Kim and Mauborgne recommend creating blue oceans—uncontested market spaces where the competition is irrelevant. Summary of Red and Blue Ocean Strategy. Abstract.
The Blue Ocean Strategy is a business book that has become mandatory for modern managers by proposing an organized structure to identify and implement differentiation in any industry and help you grow your business faster. Blue Ocean Strategy is a marketing theory and the title of a book published in 2004 written by W. Chan Kim and Renée Mauborgne, professors at INSEAD. By W.