Blue Ocean Strategy
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May 1, 2024
Updated May 11, 2025
22 minute read
Blue Ocean Strategy is a business theory and strategic framework that encourages organizations to create new, uncontested market spaces, metaphorically termed "blue oceans," rather than competing in existing, saturated markets, or "red oceans." Developed by W. Chan Kim and Renée Mauborgne, professors at INSEAD, this approach focuses on making the competition irrelevant by creating a leap in value for both the company and its buyers. At its core, Blue Ocean Strategy is about the simultaneous pursuit of differentiation and low cost, a concept the authors call "value innovation." This means not choosing between offering more value or lower cost, but rather achieving both to unlock new demand and create a new market.
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