W chan kim renee mauborgne so powerful is blue ocean strategy in fact that a blue ocean strategic move can create brand equity that lasts for decades youre a subscriber now get . W chan kim is the co author of blue ocean strategy blue ocean shift global bestsellers kim is co director of the insead blue ocean strategy institute and the boston consulting group bruce d henderson chair professor of strategy and international management at insead. Blue ocean strategy is a marketing theory and the title of a book published in 2004 that was written by w chan kim and rene mauborgne professors at insead they assert that these strategic moves create a leap in value for the company its buyers and its employees while unlocking new demand and making the competition irrelevant. This best selling business breakthrough by insead strategy and international management professor w chan kim and insead distinguished fellow and world economic forum fellow rene mauborgne provides an organized framework for identifying and implementing out of the box blue ocean strategies for all industries. Blue ocean shift is the essential follow up to blue ocean strategy the classic 36 million copy global best seller by world renowned professors w chan kim and renee mauborgne drawing on more than a decade of new work kim and mauborgne show you how to move beyond competing inspire your peoples confidence and seize new growth guiding you
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