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No part of this publication may be reproduced, stored in or introduced into a retrieval system, or transmitted, in any form, or by any means (electronic, mechanical, photocopying, recording, or otherwise), without the prior permission of the publisher. Requests for permission should be directed to permissions@hbsp.harvard.edu, or mailed to Permissions, Harvard Business School Publishing, 60 Harvard Way, Boston, Massachusetts 02163. | TLFeBOOK FM-Kim.qxd 10/25/04 10:03 AM Page i Blue Ocean Strategy FM-Kim.qxd 10/25/04 10:03 AM Page ii FM-Kim.qxd 10/25/04 10:03 AM Page iii Blue Ocean Strategy ) ) ) ) ( ( ( ( ( How to Create Uncontested Market Space and Make the Competition Irrelevant W. Chan Kim Renée Mauborgne HARVARD BUSINESS SCHOOL PRESS BOSTON, MASSACHUSETTS FM-Kim.qxd 10/25/04 10:03 AM Page iv Copyright 2005 Harvard Business School Publishing Corporation All rights reserved Printed in the United States of America 09 08 07 06 05 54321 No part of this publication may be reproduced, stored in or introduced into a retrieval system, or transmitted, in any form, or by any means (electronic, mechanical, photocopying, recording, or otherwise), without the prior permission of the publisher. Requests for permission should be directed to permissions@hbsp.harvard.edu, or mailed to Permissions, Harvard Business School Publishing, 60 Harvard Way, Boston, Massachusetts 02163. Library of Congress Cataloging-in-Publication Data Kim, W. Chan. Blue ocean strategy: how to create uncontested market space and make the competition irrelevant / W. Chan Kim, Renée Mauborgne. p. cm. Includes bibliographical references and index. ISBN 1-59139-619-0 (hardcover: alk. paper) 1. New products. 2. Market segmentation. I. Mauborgne, Renée. II. Title. HF5415.153.K53 2005 658.8
