About the book: 2017 / The authors of this book analyzed 150 strategic moves made over more than 100 years in 30 industries, and concluded that success is achieved not through competition, but through the creation of “blue oceans” - markets where there is no competition, but there is new demand and opportunities for sustainable development and increasing profits. In this book you will find a set of necessary analytical tools, a description of all the principles that define blue ocean strategy, as well as a story about the dangerous pitfalls that await companies on the way to blue waters. The new expanded edition of the legendary bestseller, which has sold 3.5 million copies, includes two additional chapters that answer the most tricky questions that authors have been asked over the past ten years. Published in Russian for the first time.