New York Times Bestseller
#1 Wall Street Journal Bestseller
USA Today Bestseller

Cambio al Océano AzulGET YOUR COPY NOW!

¿Qué es Cambio al Océano Azul?

BLUE OCEAN SHIFT is the definitive guide to shift you, your team, and your organization to new heights of confidence, market creation, and growth.

BLUE OCEAN SHIFT is the indispensable and much anticipated follow up to Blue Ocean Strategy, the classic and global bestseller by world-renowned professors Chan Kim and Renée Mauborgne. Whether you are a cash-strapped startup, nonprofit or a large, established company with bureaucratic obstacles, BLUE OCEAN SHIFT will show you how to move from red oceans crowded with competition to blue oceans of uncontested market space and explosive growth.

In 2005, world-renowned professors W. Chan Kim and Renée Mauborgne changed the international business landscape forever with their 100+ week international bestseller Blue Ocean Strategy, which would go on to sell more than 3.6 million copies, be translated into 44 different languages, and start a dynamic movement. Now, after another decade of extensive research, Kim and Mauborgne are ready to change the course of the conversation once again.

As leaders and managers around the world adopted their theory and began to radically rethink their business strategies, many found that they were stuck in a red ocean. They were unsure of how to start the process of moving to blue waters, which would often require getting the members of their team to buy into a concept that directly conflicted with the long-established rules of their industries. Entrepreneurs were looking for concrete steps and a systematic process they could follow to create and capture blue oceans at minimal risk.

In their just released New York Times, #1 Wall Street Journal, and USA Today Bestselling book, BLUE OCEAN SHIFT, Kim and Mauborgne meet this new challenge head-on by analyzing and comparing the successes and failures of blue ocean projects across the globe that have sprung out of the movement they began nearly 30 years ago. In a variety of sectors from business- to-customer and business-to-business, to public, nonprofit, and governments, Kim and Mauborgne developed a concise understanding of the process of new market creation and growth that unlocks people’s creativity as much as their confidence to act.

Mediante un enfoque sistemático de cinco pasos que incorpora perspectivas en la sicología humana para desarrollar la confianza en las personas y lograr su éxito, CAMBIO AL OCÉANO AZUL primero se propone ayudarle a encontrar el punto inicial correcto y crear el mejor equipo posible. A continuación, Kim y Mauborgne ofrecen herramientas de creación de mercados para ayudar a su empresa a entender mejor el lugar en que se encuentra y en qué dirección podría avanzar para capturar un nuevo crecimiento. Ellos le proporcionan ayuda para que usted reimagine los límites de su mercado y a desarrollar y elegir su "transición de océano azul". Finalmente, los autores muestran formas para realizar pruebas y eventualmente iniciar el CAMBIO AL OCÉANO AZUL más exitoso.

Al destacar lecciones comprobadas en la realidad, el CAMBIO AL OCÉANO AZUL es una lectura clave para líderes, gerentes, emprendedores y para todas las personas comprometidas con la creación de un futuro brillante, que permite empoderarlo para el éxito mientras se embarca en su propia travesía del océano azul.



  • WHY focusing on competing misses huge growth opportunities and HOW to expand your thinking on strategy beyond competing
  • WHY thinking creative destruction and disruption as sources of innovation is limiting and HOW you can grow through nondisruptive creation
  • CÓMO cualquier persona en cualquier organización puede hacer la transición desde los océanos rojos a azules mediante el proceso sistemático de cinco pasos de CAMBIO AL OCÉANO AZUL; no solo los emprendedores
  • WHY people’s confidence is essential to create and execute your growth strategy and HOW to build it
  • WHY you should not build your growth strategy based on existing environmental and industry conditions and HOW you can shape them in your favor for growth
“Kim and Mauborgne have followed one blockbuster book with another. BLUE OCEAN SHIFT takes the groundbreaking principles of their original work and offers a smart, systematic plan to help any organization move from competing in existing markets to creating new markets altogether. You needn’t be an entrepreneur or techy to take advantages of these insights. You just have to be willing to challenge the assumptions of your industry, ask fresh questions, and—get this—embrace your humanness.” —DANIEL H. PINK,
New York Times bestselling author of Drive and To Sell is Human
“The challenge of any business is to grow in markets that are crowded and competitive, and to do it in a way that is intelligent, effective, and humane. In BLUE OCEAN SHIFT, you will find all of that and more as Kim and Mauborgne guide you on a journey that will open your eyes to the untapped growth opportunities in your business, whether you are a startup, small business, or a Fortune 500 company.” —RAM CHARAN,
CEO and board advisor, New York Times bestselling author of Execution

Order Now

Barnes & Noble
Indie Bound
Books a Million