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Blue Ocean Strategy Q & A

Your Questions Answered Here

  • What motivated you to write an expanded edition of Blue Ocean Strategy?

    Blue Ocean Strategy struck a chord with managers and executives around the world when it was published in 2005. Today, more than 3.5 million copies of the book have been [...]

    What is new about the new edition of Blue Ocean Strategy?

    The original Blue Ocean Strategy stimulated organizations around the world to pursue “blue oceans” of uncontested market space. The expanded edition brings all of the original case studies and examples [...]
  • What is blue ocean strategy?

    Blue ocean strategy is the simultaneous pursuit of differentiation and low cost to open up a new market space and create new demand. It empowers organizations by providing a set [...]

    What are red and blue oceans, and why do you use the colors red and blue?

    We use the terms red and blue oceans to describe the market universe. Red oceans are all the industries in existence today—the known market space. In the red oceans, industry [...]
  • How does blue ocean strategy fundamentally differ from red ocean strategy?

    To sustain themselves in the marketplace, red ocean strategists focus on building advantages over the competition, usually by assessing what competitors do and striving to do it better. Here, grabbing [...]

    Why are so many CEOs focused on the red ocean, while as you’re claiming, the money is increasingly in the blue ocean?

    Blue and red oceans have always coexisted and always will. Practical reality, therefore, demands that companies understand the strategic logic of both types of oceans. At present, however, competing in [...]
  • What makes blue ocean strategy imperative in today’s business climate?

    Prospects in most established market spaces—red oceans—are shrinking steadily. Technological advances have substantially improved industrial productivity, permitting suppliers to produce an unprecedented array of products and services. And as trade [...]

    Are you saying red ocean strategy is no longer useful?

    Absolutely not. It will always be important to swim successfully in the red ocean by out-competing rivals. Red oceans will always matter and will always be a fact of business [...]
  • In your research, why did you choose “strategic move” as your unit of analysis instead of the popularly used company or industry? And how do you define strategic move?

    When we first asked ourselves if there is a systematic approach to create blue oceans, we began by looking at the basic unit of analysis used in business literature: the [...]

    Is blue ocean strategy applicable to all types industries including businesses that are several steps upstream from consumers?

    Yes, blue ocean strategy applies across all types of industries from the typical suspects of consumer product goods to B2B, industrial, pharmaceutical, financial services, entertainment, IT, and even defense. Blue [...]
  • Is blue ocean strategy only intended for start-ups?

    Whereas blue ocean strategies create new market space and change industry dynamics, they are not necessarily initiated by new entrants to an industry. In our work, we looked back over [...]