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The Blue Ocean Strategy

The concept of the Blue Ocean Strategy (sometimes referred to as Value Innovation, Differentiation Strategy, Uncontested Market Space) was introduced to the world by W. Chan Kim and Renée Mauborgne in their groundbreaking book, "Blue Ocean Strategy," published in 2005. Through their innovative strategic approach, they challenged traditional business thinking and competition dynamics.

The Blue Ocean Strategy advocates for the generation and seizure of new demand in untapped or uncontested market spaces, often referred to as "blue oceans." These are areas of the market where the company is the sole player, thus avoiding competition and enjoying greater profits and growth.

In stark contrast to the blue oceans, we have what is known as the "red ocean" - the existing market space. This is called a red ocean because it's perceived to be bloody due to fierce competition. In a red ocean, companies strive to outperform their rivals to grab a greater share of existing demand. The competition is cutthroat, and the market space gets crowded, leading to diminishing profits and growth.

The Blue Ocean vs. Red Ocean Strategy

The Blue Ocean Strategy, therefore, represents a shift from this destructive competition towards a more constructive, creative form of market development. It encourages businesses to explore beyond the known boundaries of the industry and create new markets, thus making the competition irrelevant.

Weighing the Pros and Cons of the Blue Ocean Strategy

To maximize the benefits of the Blue Ocean Strategy and mitigate potential pitfalls, a balanced understanding of its pros and cons is vital:


  1. New Market Creation: By focusing on untapped markets, companies following the Blue Ocean Strategy can create and capture significant new demand.
  2. Reduced Competition: As the markets are essentially uncontested, there's less competition and therefore a greater opportunity for growth and profits.
  3. Innovation Encouragement: The strategy encourages innovation and creativity, pushing companies to explore outside their typical market boundaries.


  1. Risk of Failure: Given the focus on unexplored territories, there's a higher risk of failure due to unknown market dynamics and customer preferences.
  2. Implementation Challenges: The implementation of the Blue Ocean Strategy requires significant organizational change, which can be challenging to manage and execute.
  3. Protection of the Blue Ocean Strategy: Once a blue ocean is discovered, maintaining it can be difficult as other firms may eventually enter the market.

Unlocking Growth Potential with the Blue Ocean Strategy

Understanding the Blue Ocean Strategy is critical for consultants, as it provides a different perspective on growth and competition. It allows consultants to guide their clients towards identifying and creating new market spaces, fostering innovation, and capturing new demand. The strategy presents a unique approach to achieving sustainable growth and profitability, making it a valuable concept in a consultant's toolkit. However, its potential risks and challenges necessitate careful planning, research, and execution.

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