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In search of blue oceans

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First came the book and now there is an institute in the making. The international bestseller, ‘Blue Ocean Strategy’ written by INSEAD professors W. Chan Kim and Renée Mauborgne, sold more than a million copies in its first year of publication and is being published in a record-breaking 39 languages. Although there are no plans for a follow-up book at this stage, INSEAD is currently setting up the INSEAD Blue Ocean Strategy Institute. In a rare interview, Kim and Mauborgne told Knowledge they knew there would be an audience for their research as their articles in the Harvard Business Review had sold half a million reprints.

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