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.