Blue Ocean Strategy by W. Chan Kim and Renee Mauborgne.
W. Chan Kim is codirector of the INSEAD Blue Ocean Strategy Institute and The Boston Consulting Group Bruce D. Henderson Chair Professor of Strategy and International Management at INSEAD, France. Renee Mauborgne is the INSEAD Distinguished Fellow and a professor of strategy at INSEAD. She is also codirector of the INSEAD Blue Ocean Strategy Institute. INSEAD is one of the world's leading and largest graduate business schools. Blue Ocean Strategy aims at creating new, uncontested market space by using value innovation to make the competition irrelevant. The book is approximately 285 pages long, was published in 2004, and quotes “Over 3.5 million copies sold.”
https://www.ethanaycock.com/book-reviews/blue-ocean-strategy