Best in brief: Blue ocean strategy

`Blue oceans’ are all the industries not yet in existence, as opposed to `red oceans’, those currently existing.

Best In Brief

Blue ocean strategy

W. Chan Kim and Rennee Mauborgne

The business universe could be said to consist of two distinct kinds of space. In red oceans are all the industries we know today known space. As this red space gets more crowded, competition makes growth and profitability harder to achieve and products become commodities. Blue oceans denote all the industries not in existence today. Demand is created, not fought over, and there is ample opportunity for rapid growth and profit.

There are two ways to create blue oceans....

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