Blue Ocean Strategy: How to Create Uncontested Market Space

Discover the blue ocean strategy and how to create an uncontested market space, make competition irrelevant, and generate new demand by targeting non-customers.

W. Chan Kim and Renee Moore born developed the blue ocean strategy, introduced in their bestseller blue ocean strategy how to create uncontested market space and make the competition irrelevant.

Red oceans represent the known market space with crowded competition and commoditized products. Blue oceans denote the unknown market space where demand is created and firms set new rules.

Learn how blue ocean strategy creates uncontested market space and makes competition irrelevant, while red ocean strategy competes in existing markets and targets non-customers to capture new demand.

Discover how blue ocean markets create uncontested demand and avoid red ocean competition by offering unique value, fueling rapid growth and higher profits.

Explore blue oceans, red oceans, and value innovation as core terms within the blue ocean strategy. Identify how structuralist and reconstructionist approaches relate to existing markets and new market spaces.

Discover two pathways to blue oceans: create a completely new industry, as eBay did with online auctions, or redefine boundaries within a red ocean to open new markets.

Explore four steps to create a blue ocean strategy: uncontested market space, the big picture, beyond existing demand, and the strategic sequence, with Cirque du Soleil as illustration.

Explore blue ocean strategy tools, including value innovation, strategy canvas, four options framework, tipping point leadership, bio utility map, three tiers of non-customers, hurdles to execution, and fair process.

Explore value innovation within blue ocean strategy, showing how cost savings and differentiation create new buyer value, guided by the six paths framework, strategy canvas, and four actions framework.

Target extremes that create disproportionate influence on performance for fast, low-cost change. Tipping point leadership focuses on people, activities, and acts to overcome four hurdles and break the status quo.

the ERRC grid, part of the four actions framework, eliminates and reduces while raising and creating, guiding value innovation and a blue ocean value curve via PM's map toward pioneers.

Explore how the buyer utility map guides blue ocean strategy by mapping products across the six stages of buyer experience and six levers to locate new opportunities and reposition offerings.

Learn a four-step framework for rapid strategy reorientation and execution, overcoming cognitive, resource, motivational, and political hurdles with direct problem-facing, hotspots focus, rewards emphasis, and opposition silencing.

Identify the right strategic approach using three factors—structural conditions, resources and capabilities, and strategic mindset—choosing between structuralist and reconstructionist paths to create blue oceans and target non-customers.

List core values that drive innovation: quality, individuality, creativity, trust, leadership, accountability, and measurement. Apply blue ocean strategy with a buyer or utility map to identify strengths, weaknesses, and improvements.