Sidebar:

Blue Ocean Strategy is a theory propounded by W. Chan Kim and Renée Mauborgne, professors of strategy at INSEAD business school and co-directors of the INSEAD Blue Ocean Strategy Institute in Fontainebleau, France. In their books Blue Ocean Strategy— the expanded edition was published by Harvard Business Review Press in 2015 — and Blue Ocean Shift: Beyond Competing—Proven Steps to Inspire Confidence and Seize New Growth published by Hachette in 2017, they define blue oceans as being untapped new market spaces ripe for growth. Blue oceans lead to companies’ success and make competition irrelevant. Crowded market spaces, where products become commodities, are red oceans. The strategy of blue oceans involves finding uncontested market spaces and growing them.