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Management article
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Reference no. CMR312
Authors: W Chan Kim (INSEAD); Renee Mauborgne (INSEAD)
Published by: University of California, Berkeley
Published in: "California Management Review", 2005
Length: 18 pages
Topics: Competition; Market definition; Market positioning; New product marketing; Strategy formulation; Strategy implementation
Share a link: https://casecent.re/p/63659
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Abstract

The market universe is composed of two types of oceans: red oceans and blue oceans. Red oceans are all the industries in existence today; they are increasingly characterized by intense competition. Blue oceans are all the industries not in existence today; they are untouched and uncontested. To prosper in the future, companies need to go beyond competing; they need to create blue oceans. The issue is how to do so. Presents a set of analytical tools and frameworks that can enable firms to develop blue ocean strategies.
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Abstract

The market universe is composed of two types of oceans: red oceans and blue oceans. Red oceans are all the industries in existence today; they are increasingly characterized by intense competition. Blue oceans are all the industries not in existence today; they are untouched and uncontested. To prosper in the future, companies need to go beyond competing; they need to create blue oceans. The issue is how to do so. Presents a set of analytical tools and frameworks that can enable firms to develop blue ocean strategies.

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Sorry, this product has no related items.