• The Blue Ocean is considered (from a marketing point of view) as yet an untapped or uncontested market space. – The term was coined by Chang Kim and René Mauborgne in Blue Ocean Strategy: How to Create Free Market Space and Eliminate Competition.

  • Blue ocean firms tend to be the innovators of their time.
  • Blue oceans contrast with “red oceans”, characterized by cutthroat competition and crowded markets.
  • In their book, Kim and Mauborgne described about 150 blue ocean strategies that companies have been using for about 100 years.