Blue Ocean Strategy

《蓝海战略》最耐人寻味的地方，不在于它提出了“蓝海”这个漂亮的概念，而在于它给战略找到了一套可操作的语言：价值曲线、战略布局图、四步动作框架，把“另辟蹊径”从口号变成了可以画在纸上的东西。它真正有说服力的论断是“价值创新”——提高买方效用、同时压低成本，让竞争变得无关。但这本书也暴露出管理畅销书的通病：核心思想被不少读者反复指出“早已是老生常谈”，四象限、他择行业、买方链这些工具，更像是对常识的系统化整理，而非颠覆性的发现。因此它适合这样一些人：需要一套统一框架去和团队沟通战略、梳理商业模式的人，以及想借它建立讨论语言的管理者；却不太适合期待读到颠覆性洞见的读者。它不是预测未来的水晶球，而是教人如何从今天可观察的潮流里，主动塑造未来的价值。

W. Chan Kim is the Co-Director of the INSEAD Blue Ocean Strategy Institute and a Chair Professor of Strategy and International Management at INSEAD. His book Blue Ocean Strategy, co-authored with Renée Mauborgne, has sold 3.6 million copies and is recognized as one of the most iconic and impactful strategy books ever written. It is being published in a record-breaking 44 languages and is a bestseller across five continents. Kim is ranked in the top 3 management gurus in the world in the Thinkers50 listing of the World’s Top Management Gurus. He was selected for the 2011 Leadership Hall of Fame by Fast Company magazine and was named among the world's top 5 best business school professors by MBA Rankings. He also received the Nobels Colloquia Prize for Leadership on Business and Economic Thinking. He is a Fellow of the World Economic Forum and an advisory member for the European Union. He also serves as an advisor to several countries.