In 2017, Kim and Mauborgne followed this up with the New York Times, #1 Wall Street Journal, USA Today, and Los Angeles Times bestseller Blue Ocean Shift: Beyond Competing. To date, Blue Ocean Strategy and Blue Ocean Shift teaching materials have been adopted by nearly 3,000 universities across the globe.

At INSEAD, the Blue Ocean Strategy Institute was established in 2008 in honour of Kim and Mauborgne’s work, and to foster the further application and development of these ideas. INSEAD also runs dedicated executive Blue Ocean courses several times a year, as well as Blue Ocean electives for MBA students on both its Europe and Asia campuses.