• Overview
• Objectives
• Profiles
• Learning Experience
• Faculty
• Dates & Fees

Creating uncontested market space

Companies have long engaged in head-to-head competition in search of sustained, profitable growth. They have fought for competitive advantage, battled over market share, and struggled for differentiation. Yet in today’s overcrowded industries, competing head-on results in nothing but a bloody ‘red ocean’ of rivals fighting over a shrinking profit pool characterised by increasing levels of commoditisation.

INSEAD Blue Ocean Strategy offers a new perspective on strategy formulation and execution. This programme takes the theory, created by INSEAD professors W. Chan Kim and Renée Mauborgne, and develops it into concepts, tools and frameworks delivered by a world class faculty. You will learn to create ‘blue oceans’ of uncontested market space to help you make the competition irrelevant. You will gain key insights on how these concepts complement and go beyond traditional approaches to strategy. There is also a strong emphasis on learning how to apply Blue Ocean Strategy to real business situations in order to help your business break away from the competition and achieve strong profitable growth.

Key Benefits

• Acquire an in-depth understanding of Blue Ocean Strategy tools and concepts developed here at INSEAD
• Learn how to engage your colleagues in a Blue Ocean Strategy process
• Start developing Blue Ocean Strategy for your organisation in order to break away from the competition through ‘Value Innovation’, the simultaneous pursuit of differentiation and low cost

Featured article

Ocean of wisdom
(China Daily Asia Weekly – 13 April 2012)
INSEAD Professor Chan Kim discusses the concept of ‘Uncontested market space’ in this interview with China Daily Asia Weekly. But he also holds that his Blue Ocean Strategy can also be used to lead one’s life. Click here to read the article.

Through investigation into Blue Ocean Strategy participants uncover how tomorrow’s leading companies will succeed by creating ‘blue oceans’ of uncontested market space. They uncover how strategic moves, termed Value Innovation, can render rivals obsolete and unleash new demand.

The programme uses a mix of lectures, discussions, case analysis and workshops to introduce Blue Ocean Strategy. Participants are encouraged to attend with a specific challenge to work on during the programme, and become an active part of helping other participants to find their ‘blue ocean’ through discussion and feedback. Themes covered during the programme include:

• Review and critique of traditional strategy
• Foundation of Blue Ocean strategy
• An assessment: How blue is your strategy
• Looking for your own blue ocean
• Implementing Blue Ocean Strategy

This programme is especially relevant to those seeking to break out of the traditional ‘red’ ocean of competition and create strong profitable growth for their organisation in both existing and new markets.

It will be of benefit to senior executives, business owners, heads of strategy, or executives from mid- to upper-level management directly involved in the development of new product and service offerings.

While individual applications are welcome, participants are encouraged to attend the programme with fellow colleagues (up to six people) so as to make more progress on issues affecting their organisation and pave the way for creating a Blue Ocean Strategy upon their return to the office.

Please note, this programme is not suited to consultants.

Want to know more about our programme? Check out our video.

“The INSEAD Blue Ocean Strategy programme opened my mind to different approaches and processes to make my competition irrelevant.”

General Manager
Amway
Australia

“The INSEAD Blue Ocean Strategy programme is a programme dedicated to protect and strengthen any organisation and in the process enhance its brand value.”

President & Zonal Head - Eastern Zone
Axis Bank
India

“A thought-provoking programme that made me realise that creation of Blue Oceans is important for growth.”

President & Zonal Head - North Zone
Axis Bank
India

Great minds don’t think alike

INSEAD’s professors represent many cultures, disciplines, and perspectives. Led by acknowledged world experts in their own particular fields, programme faculty remain intimately close to business and most are engaged in cross-disciplinary research.*

Andrew V. Shipilov Programme Director Associate Professor of Strategy Akzo Nobel Fellow of Strategic Management Andrew Shipilov is an expert in the areas of strategic alliances, inter-firm collaboration and social networks. His current academic examines how inter-firm relationships influence firms' performance. His work is published at the Academy of Management Journal, Administrative Science Quarterly, Organization Science, Strategic Organization, Industrial and Corporate Change, Managerial and Decision Economics as well as in other journals and edited books. Read more...

Fares Boulos Affiliated Professor of Practice in Strategy

 *programme faculty may change

Dates & Fees

This programme is eligible for the INSEAD Executive Certificate in Global Management.

Participants are required to attend an opening dinner prior to the first day of formal instruction.

Please click here for more information about the terms and conditions.

For full details on how to apply, accommodation, and cancellation conditions please visit the Practical Information page

* Fee subject to change. For programmes delivered in France, VAT (19.6%) to be added for companies based in France, or for European companies where no VAT number is supplied. For programmes delivered in Singapore, GST (7%) to be added for Singapore-registered companies.