Foreword & Acknowledgments Chapter 1 Creating a Blue Ocean Chapter 2 Analysis Tools and Framework Chapter 3 Reconstructing Market Boundaries Chapter 4 focuses on the big picture, not the numbers Chapter 5 Going Beyond Existing Needs Chapter 6 Follows a Sound Strategic Sequence Chapter 7 Overcoming Key Organizational Barriers Chapter 8: Execution in Strategy Chapter 9 Conclusion: Sustainability and Renewal of Blue Ocean Strategy Appendix A Overview of Blue Ocean Strategy Cases Appendix B Value Innovation: A Restructuring Perspective on Strategy Appendix C Market Dynamics Analysis of Value Innovation

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