Companies have long engaged in head-to-head competition in search of
profitable growth, but today, competing head-on often results in nothing but
a bloody ‘red ocean’ of rivals fighting over a shrinking profit pool. Blue
Ocean Strategy contends that although most companies compete in these
red oceans, this strategy is unlikely to create strong profitable growth in the
future.
We believe that tomorrow’s leading companies will succeed not by battling
competitors but by creating ‘blue oceans’ of uncontested market space.
These strategic moves - termed ‘value innovation’- create leaps in value
both for the firm and for buyers, creating all new demand.


   W. Chan Kim                                                                 Renee Mauborgne