Part 1: Why a Blue Ocean Strategy now? 3

Part 2: Blue Ocean Strategy 14

Part 3: Blue Ocean Strategy case studies 26

Part 4: Issues with the Blue Ocean Strategy 35

Part 5: Blue Ocean Strategies: Development and applications46

Part 6: Analyzing the sustainability of Blue Ocean Strategy 58

Part 7: Rules of success in Blue Ocean Strategy 69

Part 8: Companies growing through Blue Ocean Strategies 80

Bibliography 91

Appendix A-1 94