Blue Ocean Strategy

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Definition: Blue Ocean Strategy is a strategy model by Kim and Mauborgne in which a company should focus on developing and capturing uncontested market space (a blue ocean) rather than on competitive advantage (competing within competitors in an existing industry (a red ocean strategy)).
Two ways in which blue oceans can be created are launching a completely new industry (Apple - smart phones) and creating a blue ocean from within an existing red ocean by expanding the boundaries of that existing industry.