Title: Red vs Blue
Product review: Kim and Mauborgne present a compare and contrast analysis of Red Oceans (where most companies engage in bloody competition in a wide range of industries) vs Blue Ocean (where companies operate in new, uncontested waters). The authors' description of Red Oceans is spot on - as they describe many industries with little real differentiation and the resulting intense competition. Blue Oceans, on the other hand, offer the enticing prospect of clear differentiation, competitive advantage, and higher profit margins. Although the framework, model and tools presented are interesting, it is not clear that the companies cited as operating in blue oceans actually went through anything resembling the strategic tools presented in order to create their "blue ocean" opportunities. It is more of a post-hoc review. That gripe notwithstanding, the book is worth a read, especially by those involved in strategic planning, market development, and new product development.
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