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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. While most companies compete within such red oceans, is this strategy likely to create profitable growth for the future?

INSEAD Blue Ocean Strategy offers you a new perspective on strategy formulation and execution. Immerse yourself in Blue Ocean Strategy concepts, tools and frameworks, and start 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 concepts, tools and frameworks to real business situations in order to help your business break away from the competition and achieve strong, profitable growth.

An important part of the programme is the opportunity for you to immediately start applying Blue Ocean Strategy to analyse your own organisation’s strategic challenges. In addition, you will provide feedback and ideas to other participants as they search for their blue ocean to enrich the learning experience.

How you benefit

  • Gain a new framework for strategy design and implementation. Acquire an in-depth understanding of Blue Ocean Strategy tools and concepts developed at INSEAD.
  • Motivate your organisation. Learn how to engage your colleagues in a Blue Ocean Strategy process.
  • Develop an actionable plan. 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.

Participant profile

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 products and services.

While individual applications are welcome, participants are encouraged to attend the programme with 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 on their return to the office.


This programme qualifies for the INSEAD Certificate in Global Management.

Programme news

INSEAD professors honoured for global research impact

The Harvard Business Review’s 100th anniversary celebration honoured the Blue Ocean Strategy founders, Professors W. Chan Kim and Renee Mauborgne, as two of the leading thinkers for the global impact of their research and ideas.

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