Dansk
The concept comes from the book "Blue Ocean Strategy" written by W. Chan Kim and Renée Mauborgne from the business school INSEAD in France, and is about developing a strategy that makes the company unique in the market.
The theory is that the blue ocean exists forever, but is constantly changing. And with the blue ocean also comes a red ocean.
So what is the definition of a blue and red ocean?
The Blue Ocean is the unknown market symbolizing all non-existent industries. It must meet 3 things:
1. The market must be untapped
2. There must be demand creation
3. There is an opportunity for high growth
The Red Ocean is the well-known market representing all existing industries.
In other words, it is a question of constantly freeing ourselves from competition and thus creating a market in which competition is irrelevant.
And how do we get to the Blue Ocean? According to W. Chan Kim and Renée Mauborgne, it is about 6 conditions as seen in the figure below.
Blue Ocean Strategy should not be left alone. Together with your other strategy material, it must be translated into concrete actions . An easy and simple approach is to use MakeMyStrategy™ as structures and summarize all your work into one comprehensive and coordinated action plan:-)
Concrete tool that gets to the heart of the matter without the mess
Lone Sejersen
Chairman of the board of several companies