Consider the difference:
W. Chan Kim and Renée A. Mauborgne are professors at INSEAD and co-directors of the INSEAD Blue Ocean Strategy Institute. They are best known for their international bestseller Blue Ocean Strategy (2005), which introduced the concept of creating uncontested market space rather than competing in existing markets (“red oceans” of bloody competition). w. chan kim and renee a. mauborgne beyond disruption pdf