Blue Oceans

Blue Oceans represent the unknown market space, i.e. all the industries not in existence today. Blue oceans are defined by untapped market space, demand creation, and the opportunity for highly profitable growth. In blue oceans, competition is irrelevant because the rules of the game are not set. Blue oceans can be created beyond existing industry boundaries or by expanding existing industry boundaries. Blue Ocean Strategy provides the systematic logic, tools and methodologies to create blue oceans.