Blue ocean strategy
Written by two professors at INSEAD, Blue Ocean Strategy describes the market universe as being split by ‘blue oceans’ and ‘red oceans’. Red oceans are all the industries in existence today – the known market space. In blue oceans, competition is irrelevant because the rules of the game are waiting to be set. A blue ocean is an analogy to describe the wider, deeper potential to be found in unexplored market space.