One example of the red ocean strategy is the competition between Coca-Cola and Pepsi within the soda market. Both companies are constantly innovating and advertising to capture more market share.

A blue ocean business strategy is non-zero-sum, meaning the sum of the winnings and losses of the players in the market is not zero. It allows for a win-win game where every player can win.

In the 1999 sci-fi action film, The Matrix, computer hacker Neo is asked by rebel leader Morpheus to choose between two pills. Morpheus says, “You take the blue pill . . . the story ends, you ...

Yet, Blue Ocean Strategy resembles Porter’s approach quite strikingly, and at their hart the message of both approaches is the same: if you can do it, go for uncontested market spaces.

Inc. Reporter Darren Dahl recently sat down with the authors of Blue Ocean Strategy, W. Chan Kim and Renee Mauborgne, to discuss their counterintuitive approach to beating the competition.

A blue ocean is considered (from a marketing standpoint) a yet unexploited or uncontested market space. The term was coined by Chan Kim and Renee Mauborgne in the book Blue Ocean Strategy: How to ...

The book ‘Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant’ has had a huge impact worldwide. Written by two INSEAD professors, W. Chan Kim and Renée ...