And where differentiation mostly happens on pricing. Innovation is marginal, and even if that happens, it is not a breakthrough.īy nature, a red ocean, as it is a very crowded space, it is also a place where profit margins are narrow, and products and services are commoditized. It is a place where rules are well defined as well, and everyone plays according to them.

Or they differentiate it through higher quality by making that service less accessible. This is usually an accepted market, with well-defined boundaries and where players either provide a service at a lower cost.

Players in a red ocean are all fighting for the same contested space. To understand and appreciate what makes a blue ocean strategy so powerful, it makes sense to look at a place called the red ocean.Ī red ocean is a place where competition is the norm. The blue ocean strategy is the fruit of the homonym book, and research conducted b W.

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Ansoff Matrix for a context-based expansion strategy.

Additional blue ocean strategy examples.

Future trends in value chain innovation.

An alternative to the Blue Ocean Strategy view.

The Four Actions Framework: A Blue Ocean Strategy companion framework.

The new era of more value at lower costs.

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