The analogy with the natural environment demonstrates the characteristics of contrasting market environments. The terms blue ocean and red ocean are actually indicating types of market spaces. The authors cover such fundamental issues as creating demand, facing competition, and even conducting market analysis. They published a book under the name Blue Ocean Strategy that was expanded and updated 5 years ago.īased on real-life studies, the book provides insights into business strategies called blue and red oceans. This concept of the blue and red ocean was first introduced by Renée Mauborgne and Chan Kim in the early 2000s. But in fact, they were introduced to bring some clarity to the types of market spaces, especially during a new project launch. At first guess, the terms blue ocean and red ocean seem to have something to do with geography, biology, or even marine life.
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