Blue Ocean Strategy is a business book that has been updated several times over the years. HBR CEO Renee Wertheim: The key to opening up new markets, it can be with or without technology. She says most of the technology innovations which unlock value almost make the technology disappear from buyer's mind. "We don't see the idea of BlueOcean going away at all," she says.
Blue ocean strategy is a landmark business idea, but its co-creator, Renée Mauborgne, says it’s not a guaranteed win. She discusses what specifically can go wrong when you try to implement blue ocean strategy, including the common traps managers fall into.