The Blue Ocean Awards are inspired by the concept of Blue Ocean Strategy, resulting from the research work of W. Chan Kim and Renée Mauborgne on innovation through value. In their global bestsellers Blue Ocean Strategy et Blue Ocean SHIFT, the two INSEAD professors deciphered how any company can free itself from its competitors (the Red Ocean) to create a new market (the Blue Ocean) by proposing a divergent offer inspired by the experience of “ non-customers” in its sector. W. Chan Kim and Renée Mauborgne are professors of strategy at INSEAD and co-direct the INSEAD Blue Ocean Strategy Institute at Fontainebleau. They are number 2 in the Thinkers50 international ranking of management gurus.