seek them out rather than compete toe-to-toe in established markets.'â€•Strategy + BusinessW. Chan Kim and Renee Mauborgne are Professors ofStrategy at INSEAD and Codirectors of the INSEAD Blue Ocean StrategyInstitute. They are the authors of the New York Times and #1 Wall StreetJournal bestseller Blue Ocean Shift and the international bestsellerBlue Ocean Strategy, which is recognized as one of the most iconic andimpactful strategy books ever written. Blue Ocean Strategy has sold over3.6 million copies, is being published in a record-breaking 46languages, and is a bestseller across five continents. Chan Kim andRenee Mauborgne rank in the top 5 management gurus in the world in theThinkers50 list, a title they have held for ten straight years, and arethe recipients of numerous academic and management awards around theworld including the Nobels Colloquia Prize for Leadership on Businessand Economic Thinking, the Carl S. Sloane Award by the Association ofManagement Consulting Firms, the Leadership Hall of Fame by FastCompany, and the Eldridge Haynes Prize by the Academy of InternationalBusiness, among others. They are Fellows of the World Economic Forum andthe founders of the Blue Ocean Global Network.