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What is the blue ocean strategy? In order to open up new market space and develop new demand, Blue Ocean Strategy is a simultaneous pursuit of differentiation and low cost. Uncontested market space is the goal of this strategy, making the competitors unimportant. It is predicated on the idea that the actions and opinions of industry actors can reshape market limits and industry structure. Is there any difference between red and blue ocean? To characterise the market universe, Chan Kim and Renée Mauborgne coined the terms "red" and "blue" in their book, Blue Ocean Strategy. The RED OCEANS represent the current market space, which includes all industries now in operation. The competitive rules of the game are well-defined and accepted in industries with red oceans. In this market, corporations compete to outperform their rivals in order to gain a larger piece of the market. Profits and growth are slashed when the market becomes more competitive. Cutthroat or brutal c...