blue ocean strategy ® Go where profits and growth are – and where the competition isn’t www.blueoceanstrategy.com © Kim & Mauborgne Researching the history of blue ocean creation •Data: 150 strategic moves, more than 30 industries, over 100 years (1800‐2000) • Variables considered: industrial, organizational and strategic www.blueoceanstrategy.com © Kim & Mauborgne Red versus blue Red Ocean Strategy Compete in existing market space Beat the competition Exploit existing demand
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