May 7, 2005
News & Opinion: Blue Ocean Strategy at MCN
W. Chan Kim and Renee Mauborgne, authors of Blue Ocean Strategy, were interviewed recently by Management Consulting News.
Here is the question we ask authors all the time:
MCNews: With more than 6,000 books on business strategy in the market, do you have a blue ocean strategy for your book?
Kim: Unlike other books on strategy, this book is the result of more than a decade of research and practice. Many strategy books conceptualize without providing a framework for what and how to do things. In our book, we generate action steps based on our experience of putting theory into practice.
We are saying that we found a pattern in the way innovation creates new markets. It’s not random, so we can structure it. The book presents the pattern for doing so. That message is actually counterintuitive.