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Publisher's Summary

Winning by not competing! This international best seller upends traditional thinking with principles and tools to make the competition irrelevant.

In an audiobook that challenges everything you thought you knew, W. Chan Kim and Renee Mauborgne assert that tomorrow's leading companies will succeed, not by battling their rivals for market share in the bloody "red ocean" of a shrinking profit pool, but by creating "blue oceans" of untapped new market spaces ripe for growth.

Based on a study of 150 strategic moves, spanning more than 100 years and 30 industries, they provide a systematic approach that every company can use to render rivals obsolete and unleash new demand:

  • Reconstruct market boundaries
  • Focus on the big picture
  • Reach beyond existing demand
  • Get the strategic sequence right
  • Overcome organizational hurdles
  • Build execution into strategy
  • ©2005 W. Chan Kim and Renee Mauborgne, published by arrangement with Harvard Business School Press; (P)2006 Gildan Media Corp

    Critic Reviews

    "Theirs is not the typical business management book's vague call to action; it is a precise, actionable plan for changing the way companies do business with one resounding piece of advice: swim for open waters." (Publishers Weekly)

    What members say

    Average Customer Ratings


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    • Overall

    Get the actual book

    This is a great book, and I don't want my 1 star rating to be considered a reflection on the quality of the content. The problem is that it is not a great audio book. In addition to the original book being very diagram-driven (which never translates well) the reader is, frankly, terrible. His cadence is odd, skipping pauses where they would make sense and addign them seemingly at random. Combined wiht his pronounciation, I ended up double checking to see if it was an actual human being rather than a sophisticated piece of software.

    In short: pick up the book. The audiobook will only disappoint.

    73 of 78 people found this review helpful

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    • Matt
    • United Kingdom
    • 06-07-13

    Essential Reading

    This is an excellent book for getting a fresh, 50K ft view of business strategy. Yes it is a bit dry - but the material is rock solid and should be required reading for anyone in business today to help create a broader view of your customers and your markets.

    10 of 10 people found this review helpful

    • Overall
    • Gerard
    • 11-22-07

    Great book and narration is fine

    This book is very thought provoking and excellent value. After reading the reviews that panned the narrator, I was waiting for the irregularities in narration other reviewers complained about but... sorry I thought it was very good. No pauses in unusual places, not robotic. Actually I thought the narration was seamless!! The other reviews on this are puzzling. A good audiobook in my view.

    20 of 21 people found this review helpful

    • Overall

    Narrator needs a different ocean

    The print book, Blue Ocean Strategy is intriguing, but highly data-driven, which is very hard to translate into narrative. It is understandable that a narrator might have some difficulty translating this into audio.

    If someone like Kotter Smith (The Millionaire Next Door and The Millionaire Mind) had read it, there would have been a chance for this book in audio format.

    Regrettably, the actual narrator (Grover Gardner)was unable to pronounce many words (DOS is not pronounced "dose"), and the stilted delivery he gave was as enthusiastic as Ben Stein's character in Ferris Beuller's Day Off, only worse.

    I will studiously avoid purchasing any book he narrates in the future. There's no excuse for selling something that bad.

    Bear in mind, I loved the ideas in the book, and I have a print version that I reference now and then, but I can't believe how bad the narration was. I listen to books in the car, but this one I had to take out of my collection because it was putting me to sleep, or driving me nuts with the terrible pronunciations, and inability to follow punctuation.

    4 stars for the book, but only 1 for the narrator.

    40 of 44 people found this review helpful

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    • Gerardo
    • Austin, TX, United States
    • 09-05-15


    the fundamental concept of blue ocean strategy is a great one. Important for every business, but it is not new. Jack Trout has been writing about differentiation, guerrilla nd flanking strategies for decades, I found his books to be more complete and useful.

    As a student of business, marketing and strategy I had high expectations for this book. It had been on my list for years. I am sorry to say I am disappointed.

    I expected more depth, more actionable steps and better examples. Many of the examples, fundamental to the core idea of the book, are not historically accurate. Let's look at an obvious one:

    Apple was not the first company to offer a personal computer with integrated monitor and keyboard. The Commodore PET was. Commodore was a very successful company for many years, ahead of Apple in technology and innovations. Commodore had a multitasking, full color, multimedia, computer with advanced graphics many years before the Mac had any of these capabilities.

    This is not a trivial point. Commodore created the blue ocean. Apple went into that ocean, and competed directly with Commodore, in the same ocean, and won. The reason Apple was successful was not because of the blue ocean but because of other aspects of its strategy and its execution.

    My suggestion is to read a summary of Blue Ocean and move on to another book.

    15 of 16 people found this review helpful

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    • Melanie
    • EL CAJON, CA, United States
    • 02-27-13

    Good core concept, but repeated incessantly

    What disappointed you about Blue Ocean Strategy?

    The core concept is good, but they did not have enough content to fill a book. I believe they could have conveyed the entire premise in two chapters. They nearly verbatim repeated themselves, which became quite obnoxious.

    5 of 5 people found this review helpful

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    • William
    • Atlanta, Ga, United States
    • 03-12-12

    Hedgehog on steroids

    Great concept and great examples. My thought is that the Blue Ocean Strategy is like the hedgehog concept from Jim Collin's book Good to Great - but gives a great tool (strategy map) to help determine exactly how to establish your strategy. Overall, good book and I would recommend for other looking for a way to differentiate their services from their competition's.

    4 of 4 people found this review helpful

    • Overall
    • Kenneth
    • LEESBURG, VA, United States
    • 12-07-06

    Like a Very Good Textbook

    1) Just a little bit boring.

    2) Full of really important stuff.

    3) Anyone with 10 years of working experience in the area (i.e., strategy) will have an initial emotional reaction along the lines of, “Yea, Yea, I know all this”, and yet if they focus a little longer (or you push them to show working proficiency) they will usually reveal that they lack deep fluency in “all this”.

    4) Simple thesis explained well.

    9 of 10 people found this review helpful

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    Excelent book

    Where does Blue Ocean Strategy rank among all the audiobooks you???ve listened to so far?

    One of the best

    Who was your favorite character and why?

    The book has case studies and all of them are very enlightening

    Have you listened to any of Grover Gardner???s other performances before? How does this one compare?

    Don't remember

    If you were to make a film of this book, what would be the tag line be?

    Learn how to make your competition irrelevant

    4 of 5 people found this review helpful

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    • Con
    • Sydney, Australia
    • 12-12-11

    Creating your niche market and make more money

    Would you recommend this audiobook to a friend? If so, why?

    I would recommend this book to anyone looking to get into business or stuck in the stereo type mentality most businesses are in. If you want to move forward you must stand out from the crowd and create a reason for people to buy or use your services.

    What other book might you compare Blue Ocean Strategy to and why?

    There are many books out there that touch upon this subject but fail to get into the detail and give many practical examples of how to create their own blue ocean.

    What about Grover Gardner’s performance did you like?

    I liked the way that the way that Grover Gardner has covered as many areas and businesses as possible from the most basic to the more complex. Even the most basic looking industries in overcrowded and declining markets with a bit of imagination can find their blue ocean. Grover explains that you don't have to reduce your prices and margins to achieve this. He confirms the theory that most people do not buy goods or services based on price.

    Any additional comments?

    As a commercial real estate agent and business broker my blue ocean is Leisure property/business. I am in the process of creating a new web site and business plan for the new year. This book has given me many ideas which I am planning to implement.

    3 of 4 people found this review helpful

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    • Mumtaz
    • 04-05-17

    Interesting book but is it a complete book ?

    It was interesting, but I thought that the book is meant to have 9 chapters. This audiobook only has 6.

    2 of 2 people found this review helpful

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    • Kofi
    • 08-28-17

    No PDF?

    What reaction did this book spark in you? Anger, sadness, disappointment?

    This book is good, yeah it's good but honestly no pdf on audible?

    Any additional comments?

    Book was expensive. At least add a pdf containing the diagrams and tables or anything the reader couldn't read.

    1 of 1 people found this review helpful

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    • mariam Elkady
    • 04-19-17

    very useful. but bit boring

    lots of useful info and practical advices however the story telling was bit boring but over all very good..

    1 of 1 people found this review helpful

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    • Amazon Customer
    • 11-02-17

    brilliant listen

    great book opens up your thinking to viewing your market or non market differently

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    • Ewel
    • 10-01-17

    eye opening

    this was a good wake up call to rethinking innovation and positioning in the marketplace

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    • Temi Mogaji
    • 09-18-17

    Good need to know

    Very good listen too, you get a full deep understanding of the concept. Must be one your list if your a business minded person.

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    • Mr. R. D. Cox
    • 08-03-13

    Over rated - just a new name for market makers

    If this book wasn’t for you, who do you think might enjoy it more?

    Anyone who loves old stuff repackaged

    What was the most interesting aspect of this story? The least interesting?

    This book is highly rated and popular - but it really just describes good strategy and market making as opposed to market taking - the analysis is poor and lack the robustness of self assessment. "the successful organisation does what no other organisation does" - this is true but is also true for many failed organisations.

    5 of 13 people found this review helpful

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    • Wesley
    • 09-09-16

    No competition

    Great book, teaches you how to remove competition from the equation and create your own economy.
    Great read/listen

    1 of 4 people found this review helpful

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    • Andrew A Bowden
    • 04-01-17

    Too cliche just another take on same themes

    Sounded interesting but disappointed. Found they madw too many unsubstantiatwd claims. In the end continued listening just so get ir over

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    • majo
    • 04-13-16

    great book!

    the only problem is that the titles of the chapter are not sincronised with the reading

    0 of 1 people found this review helpful