Kim & Mauborgne

Kim and Mauborgne are known for developing the concept of "Blue Ocean Strategy," which encourages businesses to create new, uncontested market spaces rather than competing in crowded markets. Instead of battling with rivals over existing demand ("red oceans"), companies innovate and differentiate themselves to make the competition irrelevant, opening up new opportunities for growth. Their approach emphasizes value innovation—delivering high value at lower costs—and strategic tools to identify or create these "blue oceans," helping organizations achieve sustainable success through creativity and strategic thinking.