Abstract: Within the business world, there are two different types of markets which can be identified as the blue ocean and red ocean. The red ocean refers to known markets and industries in which companies compete whereas the blue ocean refers to the unknown or industries that have not yet been established. In this article Kim and Mauborgne explore strategies through which organizations can consciously create and capture blue ocean space within the business world.

Authors:  W. Chan Kim and Renee Mauborgne

Published: October 2004

Link: Harvard Business Review