In this landmark business book, Kim & Mauborgne argue that instead of fighting competitors in “red oceans” of bloody rivalry, successful organisations should create “blue oceans” — untapped market spaces where competition is irrelevant. Based on a large‑scale study (150 strategic moves over a century, across 30+ industries) they outline systematic frameworks and tools for creating and capturing new value, aligning the whole system of a company’s activities, and renewing strategy. The Expanded Edition adds two new chapters, updates on case studies, and addresses emerging challenges of making the competition irrelevant. Blackwell's+3