What is a Blue Ocean Strategy and why do we adopt it?

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What is a Blue Ocean Strategy?

To properly understand the Blue Ocean Strategy, you must first know that there is also a Red Ocean and you must know what is meant by it.

Red Ocean

The Red Ocean refers to the existing market space, where companies compete to capture market share. This often results in bloody competition, hence the name "Red Ocean."

Back to the Blue Ocean

The Blue Ocean refers to the opposite: an untapped market space where companies can create new value and offer innovative products and services without competing with existing players. The Blue Ocean Strategy focuses on finding untapped markets and creating unique value propositions to make the competition irrelevant.

Where does the Blue Ocean Strategy come from?

When it comes to a business strategy, there are several approach routes you can choose to achieve success. One of these routes is the Blue Ocean Strategy, which was introduced in 2005 by W. Chan Kim and Renée Mauborgne in their bestseller "Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant."

With the release of this book, they introduced a new view of innovative strategies. They also found an explanation for success and failure of organizations' efforts when it comes to introducing new products or services.

The Blue Ocean

The Blue Ocean is where we want to move as BTTR. Move with us to innovate and choose your own path.

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Peter van Aalderen

Strategist (Partner)

+31 318 760 960