In doing so, competitors have for more than a decade had to compete in a space Apple has staked.īlue Ocean Strategy does not necessarily require learning new skills or even needing to find new resources. But rather than remain in that limited space, Steve Jobs and Apple used existing resources to create an entirely new market space. Apple competed largely in the personal computer space. Prior to 2007, few of us knew we wanted a device with a touch screen that could take calls, send messages, play music and offer multitudes of apps. Here, in fact, create demand with your unique offering.Ĭonsider the iPhone. In some cases, consumers may not even know that they want something. That is, rather than attempt to out-compete your business rivals on their terms, you seek unexploited areas where demand is yet unmet. But why not bake a new pie?īlue Ocean Strategy implores the entrepreneur to seek unmet demand in uncontested spaces. So you compete to get a bigger slice of that pie. A Red Ocean approach means carving out existing market space among rivals. Red Ocean Strategy, in contrast, serves as the antithesis of Blue Ocean Strategy. It does mean employing your expertise and materials in new, untapped ways. No, that does not mean that if you are an expert in website design, you would transform your company into a microbrewery. It is a first principles reset of your entire approach to business and marketing. The Basics of Blue Ocean Strategyīlue Ocean Strategy requires more than rethinking your business strategy. What are the success stories and limitations? And is Blue Ocean Strategy right for your business endeavors? Let’s take a look. Since then, their ideas have become an industry of their own, with books, websites, courses and numerous studies dedicated to the theory.īefore tackling so much information, you likely want to know the basics. Kim and Mauborgne published their ideas in their 2004 book, Blue Ocean Strategy. Chan Kim and Renee Mauborgne, professors at INSEAD, a private university with locations around the world. Blue Ocean Strategy is a marketing approach developed by W.
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