Blue Ocean Strategy® is a highly successful, well-researched strategy to create new markets & new demand, by simultaneously pursuing higher value & lower cost.

‘Blue Ocean’ denotes unchartered market territory: reaching out to clients who are NOT in existence today. In contrast, a ‘Red Ocean’ represents the existing market space, where competition continues to intensify and profits continue to shrink.

The term blue ocean may be new but their existence is not. The dominant focus of strategy work over many decades has been on competition-based red ocean strategies, resulting in a fairly good understanding of how to maneuver in red waters. However, today’s continuously changing business environment has resulted in an urgent need for companies to seek out new market space. Without analytical frameworks to create blue oceans and principles to effectively manage risk, creating blue oceans is seen as too risky for managers to pursue as strategy.

The Blue Ocean Strategy® provides a powerful, visual and practical set of frameworks and tools, designed to not only effectively build the collective wisdom of the company, but also to effectively execute through easy communication. It is also worth mentioning that Blue Ocean Strategy® covers both strategy formulation and strategy execution.

This breakthrough strategy is the product of a long-term study of 150 strategic moves spanning more than 30 industries over 100 years, by W. Chan Kim & Renée Mauborgne, Professors of Strategy at INSEAD, France. Both are Fellows of the World Economic Forum, and recipients of the Nobel Colloquia Prize for Leadership on Business and Economic Thinking 2008.

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