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INSEAD Professors W. Chan Kim and Renée Mauborgne launch highly-anticipated new book: Beyond Disruption

Beyond Disruption

INSEAD Professors W. Chan Kim and Renée Mauborgne launch highly-anticipated new book: Beyond Disruption

INSEAD Professors W. Chan Kim and Renée Mauborgne launch highly-anticipated new book: Beyond Disruption

Innovate and achieve growth without displacing industries, companies, or jobs

W. Chan Kim and Renée Mauborgne, codirectors of the INSEAD Blue Ocean Strategy Institute have launched their highly-anticipated new book – Beyond Disruption – offering a bold, new idea that will transform how we think about innovation and growth.

Many people have come to see "disruption" as a near-synonym for "innovation." But disruption, for all its power, is destructive—displacing jobs, companies, and even entire industries. As the professors’ research reveals, the fixation with disruption leads companies to overlook an alternative path to innovation and growth.  

Beyond Disruption redefines and expands the existing view of innovation by introducing nondisruptive creation, a new approach that is free from the destructive displacement that happens when innovators set out to disrupt.




With three decades of research, Professors Kim and Mauborgne, who are also the #1 global bestselling authors of Blue Ocean Strategy, show how nondisruptive creation – creation without disruption – is the path to new industries, new jobs, and profitable growth without the pain of shuttered companies, hurt communities, or lost jobs. It’s a path beyond disruption, where business and society can thrive together.    



The professors outline the distinct advantages of nondisruptive creation to business and society, and how this new approach to innovation allows companies to grow while also being a force for good. With examples that reach across all sectors of the economy and a practical framework for guiding innovation efforts, this book explains: 

  • Why nondisruptive creation matters to all of us and why it is likely to become even more important in the future
  • How it complements disruption and how you can identify and execute on nondisruptive opportunities
  • How companies can more thoughtfully pursue their growth and innovation strategies in a way that better balances business and society


According to Professors Kim and Mauborgne, “Nondisruptive creation opens a path for all of us to solve brand-new problems and create brand-new opportunities beyond existing industry boundaries, whether those problems and opportunities are existing but unexplored or newly emerging.It’s a positive-sum approach to innovation and growth, where business and society can thrive together.” 

Beyond Disruption is a practical guide for driving innovation and growth, the rich research behind the book, coupled with its frame-breaking message, make it the must-read book for the next generation of innovators. To order the book, visit here.  

About the authors:

W. Chan Kim and Renée Mauborgne are professors of strategy at INSEAD and codirectors of the INSEAD Blue Ocean Strategy Institute in Fontainebleau, France. They are the authors of the global bestseller Blue Ocean Strategy, which has sold over 4 million copies and is recognized as one of the most iconic and impactful strategy books ever written, and the New York Times, #1 Wall Street Journal, USA Today, and Los Angeles Times bestseller, Blue Ocean Shift. To date, Blue Ocean Strategy and Blue Ocean Shift teaching materials have been adopted by nearly 3,000 universities across the globe. In 2019, they were named the most influential management thinkers in the world by Thinkers50. In 2023, they were among four professors honoured at Harvard Business Review’s 100th anniversary celebration.                       

About INSEAD, The Business School for the World

As one of the world’s leading and largest graduate business schools, INSEAD brings together people, cultures and ideas to develop responsible leaders who transform business and society. Our research, teaching and partnerships reflect this global perspective and cultural diversity.

With locations in Europe (France), Asia (Singapore), the Middle East (Abu Dhabi), and now North America (San Francisco), INSEAD's business education and research spans four regions. Our 162 renowned Faculty members from 40 countries inspire more than 1,300 degree participants annually in our Master in Management,  MBAGlobal Executive MBA, Specialised Master’s degrees (Executive Master in Finance and Executive Master in Change) and PhD programmes. In addition, more than 10,000 executives participate in INSEAD Executive Education programmes each year.

INSEAD continues to conduct cutting-edge research and innovate across all our programmes. We provide business leaders with the knowledge and awareness to operate anywhere. Our core values drive academic excellence and serve the global community as The Business School for the World.

Contacts for press: 

Aileen Huang
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Cheryl Ng
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Gwenaelle Hennequin
Tel +33 6 15 12 10 86
Email: [email protected]