This website requires a newer version of Internet Explorer We recommend to update your browser to the latest version of Internet Explorer

Update your browser

블루오션 전략 Q&A

자주하는 질문에 대한 저자들의 대답

“블루오션 전략” 저자인 김위찬 교수와 르네 마보안 교수가 블루오션 전략과 관련해 전 세계 독자들로부터 가장 많이 받는 질문에 답변해준다. 아래 내용이 여러분 모두에게 유익한 도움이 되기를 바란다!
  • What motivated you to write an expanded edition of Blue Ocean Strategy?

    Kim & Mauborgne: Through both our discussions and research studies with executives and managers who have implemented Blue Ocean Strategy over the years, we noticed that some of the same [...]

    What is new about the new edition of Blue Ocean Strategy?

    Kim & Mauborgne: The original Blue Ocean Strategy stimulated organizations around the world to pursue “blue oceans” of uncontested market space. The expanded edition of Blue Ocean Strategy brings all [...]
  • What are red and blue oceans, and why do you use the colors red and blue?

    Kim & Mauborgne: We use the terms red and blue oceans to describe the market universe. Red oceans are all the industries in existence today—the known market space. In the [...]

    How does blue ocean strategy fundamentally differ from red ocean strategy?

    Kim & Mauborgne: To sustain themselves in the marketplace, red ocean strategists focus on building advantages over the competition, usually by assessing what competitors do and striving to do it [...]
  • Why are so many CEOs focused on the red ocean, while as you’re claiming, the money is increasingly in the blue ocean?

    Kim & Mauborgne: Blue and red oceans have always coexisted and always will. Practical reality, therefore, demands that companies understand the strategic logic of both types of oceans. At present, [...]

    What makes blue ocean strategy imperative in today’s business climate?

    Kim & Mauborgne: Prospects in most established market spaces—red oceans—are shrinking steadily. Technological advances have substantially improved industrial productivity, permitting suppliers to produce an unprecedented array of products and services. [...]
  • Are you saying red ocean strategy is no longer useful?

    Kim & Mauborgne: Absolutely not. It will always be important to swim successfully in the red ocean by out-competing rivals. Red oceans will always matter and will always be a [...]

    In your research, why did you choose “strategic move” as your unit of analysis instead of the popularly used company or industry? And how do you define strategic move?

    Kim & Mauborgne: When we first asked ourselves if there is a systematic approach to create blue oceans, we began by looking at the basic unit of analysis used in [...]
  • Is blue ocean strategy applicable to all types of industries including businesses that are several steps upstream from consumers?

    Kim & Mauborgne: Yes, blue ocean strategy applies across all types of industries from the typical suspects of consumer product goods to B2B, industrial, pharmaceutical, financial services, entertainment, IT, and [...]

    Is blue ocean strategy only intended for start-ups?

    Kim & Mauborgne: Whereas blue ocean strategies create new market space and change industry dynamics, they are not necessarily initiated by new entrants to an industry. In our work, we [...]