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Marketing Strategy

Blue Ocean Strategy: From Theory to Practice

W. Kim, Renée Mauborgne

ArticleIn-Depth
Abstract
The market universe is composed of two types of oceans: red oceans and blue oceans. Red oceans are all the industries in existence today; they are increasingly characterized by intense competition. Blue oceans are all the industries not in existence today; they are untouched and uncontested. To prosper in the future, companies need to go beyond competing; they need to create blue oceans. The issue is how to do so. This article presents a set of analytical tools and frameworks that can enable firms to develop blue ocean strategies.
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Spring 2005

Volume 47
Issue 3


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California Management Review

Published at Berkeley Haas for more than sixty years, California Management Review seeks to share knowledge that challenges convention and shows a better way of doing business.

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