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NSEAD professors W. Chan Kim and Renée Mauborgne hit the thought leadership lottery with the idea of blue oceans. Their 2005 book, Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant Harvard Business School Press, which described the advantages of setting sail for new “blue ocean” markets devoid of competitors versus battling for percentage points of share in mature, commoditized “red ocean” markets, sold more than 3.5 million copies. The two professors, having found their own blue ocean, quickly ascended to the pinnacle of strategic consulting: INSEAD presented them with an institute and built blue ocean strategy into its MBA curriculum. Given all this success, the only truly surprising thing is that it took 12 years for Kim and Mauborgne to publish a follow-up.
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