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Though the two Insead professors W. Chan Kim and Renee Mauborgne first coined the phrase Blue Ocean Strategy in a Harvard Business Review Article in 2004, the first implementation of those idea in an Insead executive education programme will not happen until September this year.

The idea behind the article, and the subsequent best-selling book, is that companies can make their competitors irrelevant by creating uncontested areas of market space - blue oceans. The three-day executive education programme in Fontainebleau will cover the basic issues but will also have a strong emphasis on applying the concepts to individual businesses.

The course organisers are encouraging aplications from several executives within the same organisation to encourage the implementation of strategy on return to the workplace.

www.insead.edu

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