{"id":25659,"date":"2026-03-03T22:24:53","date_gmt":"2026-03-03T20:24:53","guid":{"rendered":"https:\/\/pointofnew.at\/glossary\/blue-ocean-strategy\/"},"modified":"2026-03-06T15:15:36","modified_gmt":"2026-03-06T13:15:36","slug":"blue-ocean-strategy","status":"publish","type":"page","link":"https:\/\/pointofnew.at\/en\/glossary\/blue-ocean-strategy\/","title":{"rendered":"Blue Ocean Strategy"},"content":{"rendered":"<div style=\"background:#f0f1f3;padding:1.5rem;margin-bottom:2rem;border-radius:12px;\">\n<strong>In brief:<\/strong> Blue Ocean Strategy is a strategic framework that guides companies to create new, uncontested market spaces (Blue Oceans) instead of competing for market share in existing markets (Red Oceans). Developed by W. Chan Kim and Ren\u00e9e Mauborgne, it combines differentiation with cost leadership.\n<\/div>\n<nav style=\"background:#f8f9fa;padding:1.5rem 2rem;border-radius:8px;margin-bottom:2rem;\">\n<strong style=\"font-size:1.1rem;\">Table of Contents<\/strong><\/p>\n<ol style=\"margin:0.75rem 0 0;padding-left:1.25rem;\">\n<li><a href=\"#definition\" style=\"text-decoration:none;color:#1a5276;\">What is Blue Ocean Strategy? \u2013 Definition <\/a><\/li>\n<li><a href=\"#vergleich\" style=\"text-decoration:none;color:#1a5276;\">Red Ocean vs. Blue Ocean: The Fundamental Difference<\/a><\/li>\n<li><a href=\"#tools\" style=\"text-decoration:none;color:#1a5276;\">The Key Blue Ocean Tools<\/a><\/li>\n<li><a href=\"#erpc\" style=\"text-decoration:none;color:#1a5276;\">The ERRC Grid (Eliminate-Reduce-Raise-Create)<\/a><\/li>\n<li><a href=\"#vorgehen\" style=\"text-decoration:none;color:#1a5276;\">Applying Blue Ocean Strategy: 5 Steps<\/a><\/li>\n<li><a href=\"#beispiele\" style=\"text-decoration:none;color:#1a5276;\">Blue Ocean in Practice<\/a><\/li>\n<li><a href=\"#kmu\" style=\"text-decoration:none;color:#1a5276;\">Blue Ocean Strategy for Austrian SMEs<\/a><\/li>\n<li><a href=\"#faq\" style=\"text-decoration:none;color:#1a5276;\">Frequently Asked Questions About Blue Ocean Strategy<\/a><\/li>\n<li><a href=\"#verwandte-glossar-begriffe\" style=\"text-decoration:none;color:#1a5276;\">Related glossary terms<\/a><\/li>\n<\/ol>\n<\/nav>\n<h2 id=\"definition\">What is Blue Ocean Strategy? \u2013 Definition <\/h2>\n<p>Blue Ocean Strategy is a strategic management framework introduced in 2005 by INSEAD professors W. Chan Kim and Ren\u00e9e Mauborgne in their bestselling book of the same name. It is based on a fundamental insight: lasting success does not come from fighting competitors, but from creating new markets. <\/p>\n<p>The metaphor is memorable: In &#8220;red oceans&#8221;, companies compete in established industries for limited demand\u2014the water is red with competition. In &#8220;blue oceans&#8221;, companies create new demand in uncontested markets\u2014clear, deep water with enormous growth potential. <\/p>\n<p>In the context of <a href=\"\/glossar\/geschaeftsmodell-innovation\/\" style=\"color:#1a5276;text-decoration:none;\">business model innovation<\/a>, Blue Ocean Strategy is a powerful tool: it helps companies develop radically new <a href=\"https:\/\/pointofnew.at\/en\/glossary\/value-proposition\/\">value propositions<\/a> that transcend existing industry boundaries and unlock new customer segments.<\/p>\n<h2 id=\"vergleich\">Red Ocean vs. Blue Ocean: The Fundamental Difference<\/h2>\n<table style=\"width:100%;border-collapse:collapse;margin:1rem 0;\">\n<thead>\n<tr style=\"background:#f1f5f9;\">\n<th style=\"padding:0.75rem;text-align:left;border:1px solid #e2e8f0;\">Criterion<\/th>\n<th style=\"padding:0.75rem;text-align:left;border:1px solid #e2e8f0;\">Red Ocean<\/th>\n<th style=\"padding:0.75rem;text-align:left;border:1px solid #e2e8f0;\">Blue Ocean<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td style=\"padding:0.75rem;border:1px solid #e2e8f0;\">Market<\/td>\n<td style=\"padding:0.75rem;border:1px solid #e2e8f0;\">Existing industry<\/td>\n<td style=\"padding:0.75rem;border:1px solid #e2e8f0;\">New market space<\/td>\n<\/tr>\n<tr>\n<td style=\"padding:0.75rem;border:1px solid #e2e8f0;\">Competition<\/td>\n<td style=\"padding:0.75rem;border:1px solid #e2e8f0;\">Beat competitors<\/td>\n<td style=\"padding:0.75rem;border:1px solid #e2e8f0;\">Make competition irrelevant<\/td>\n<\/tr>\n<tr>\n<td style=\"padding:0.75rem;border:1px solid #e2e8f0;\">Demand<\/td>\n<td style=\"padding:0.75rem;border:1px solid #e2e8f0;\">Share existing demand<\/td>\n<td style=\"padding:0.75rem;border:1px solid #e2e8f0;\">Create new demand<\/td>\n<\/tr>\n<tr>\n<td style=\"padding:0.75rem;border:1px solid #e2e8f0;\">Strategy<\/td>\n<td style=\"padding:0.75rem;border:1px solid #e2e8f0;\">Differentiation OR cost<\/td>\n<td style=\"padding:0.75rem;border:1px solid #e2e8f0;\">Differentiation AND cost<\/td>\n<\/tr>\n<tr>\n<td style=\"padding:0.75rem;border:1px solid #e2e8f0;\">Focus<\/td>\n<td style=\"padding:0.75rem;border:1px solid #e2e8f0;\">Monitor competitors<\/td>\n<td style=\"padding:0.75rem;border:1px solid #e2e8f0;\">Understand non-customers<\/td>\n<\/tr>\n<tr>\n<td style=\"padding:0.75rem;border:1px solid #e2e8f0;\">Growth<\/td>\n<td style=\"padding:0.75rem;border:1px solid #e2e8f0;\">Limited by market size<\/td>\n<td style=\"padding:0.75rem;border:1px solid #e2e8f0;\">Potentially unlimited<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h2 id=\"tools\">The Key Blue Ocean Tools<\/h2>\n<p><strong>Strategy Canvas:<\/strong> Visualizes how a company and its competitors perform across relevant competitive factors. Shows at a glance where offerings are similar and where differentiation potential exists. <\/p>\n<p><strong>Four Actions Framework:<\/strong> Four questions that unlock new value innovation: What can be eliminated? What can be reduced? What can be raised? What can be created?   <\/p>\n<p><strong>Six Paths Framework:<\/strong> Six ways to think beyond industry boundaries: alternative industries, strategic groups, buyer groups, complementary products\/services, functional vs. emotional orientation, time trends.<\/p>\n<p><strong>Three Tiers of Non-Customers:<\/strong> Analyzes three groups that do not (yet) use the existing market\u2014and why. These non-customers represent the greatest growth potential for Blue Oceans. <\/p>\n<h2 id=\"erpc\">The ERRC Grid (Eliminate-Reduce-Raise-Create)<\/h2>\n<p>The ERRC Grid is the operational heart of Blue Ocean Strategy. It translates strategic analysis into concrete actions: <\/p>\n<table style=\"width:100%;border-collapse:collapse;margin:1rem 0;\">\n<thead>\n<tr>\n<th style=\"padding:0.75rem;text-align:left;border:1px solid #e2e8f0;background:#fee2e2;width:50%;\">Eliminate<\/th>\n<th style=\"padding:0.75rem;text-align:left;border:1px solid #e2e8f0;background:#dbeafe;width:50%;\">Raise<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td style=\"padding:0.75rem;border:1px solid #e2e8f0;\">Which industry factors that are taken for granted should be eliminated?<\/td>\n<td style=\"padding:0.75rem;border:1px solid #e2e8f0;\">Which factors should be raised well above the industry standard?<\/td>\n<\/tr>\n<tr>\n<th style=\"padding:0.75rem;text-align:left;border:1px solid #e2e8f0;background:#fef3c7;\">Reduce<\/th>\n<th style=\"padding:0.75rem;text-align:left;border:1px solid #e2e8f0;background:#e8eaed;\">Create<\/th>\n<\/tr>\n<tr>\n<td style=\"padding:0.75rem;border:1px solid #e2e8f0;\">Which factors should be reduced well below the industry standard?<\/td>\n<td style=\"padding:0.75rem;border:1px solid #e2e8f0;\">Which factors that the industry has never offered should be created?<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>The ERRC Grid forces companies to simultaneously reduce costs (Eliminate\/Reduce) and increase customer value (Raise\/Create)\u2014the foundation for value innovation.<\/p>\n<h2 id=\"vorgehen\">Applying Blue Ocean Strategy: 5 Steps<\/h2>\n<ol>\n<li><strong>Create a Strategy Canvas:<\/strong> Visualize the current <a href=\"https:\/\/pointofnew.at\/en\/glossary\/competitive-analysis\/\">competitive landscape<\/a>\u2014where do your company and competitors position themselves?<\/li>\n<li><strong>Analyze non-customers:<\/strong> Who does not use your industry\u2014and why? <a href=\"https:\/\/pointofnew.at\/en\/glossary\/jobs-to-be-done-jtbd\/\">Jobs-to-be-Done<\/a> interviews help uncover unmet needs<\/li>\n<li><strong>Explore the Six Paths:<\/strong> Systematically think beyond industry boundaries\u2014in <a href=\"https:\/\/pointofnew.at\/en\/glossary\/innovation-workshop\/\">innovation workshops<\/a> with cross-functional teams<\/li>\n<li><strong>Complete the ERRC Grid:<\/strong> Define concrete actions for Eliminate, Reduce, Raise, Create\u2014the new <a href=\"https:\/\/pointofnew.at\/en\/glossary\/business-model-patterns\/\">business model pattern<\/a> emerges<\/li>\n<li><strong>Validate and implement:<\/strong> Test the new value proposition in the market using <a href=\"https:\/\/pointofnew.at\/en\/glossary\/lean-startup\/\">Lean Startup<\/a> methods and scale incrementally<\/li>\n<\/ol>\n<h2 id=\"beispiele\">Blue Ocean in Practice<\/h2>\n<ul>\n<li><strong>Cirque du Soleil:<\/strong> Eliminated animals and star performers (cost reduction), created artistic performance and upscale ambiance (value innovation)\u2014and created a new market between circus and theater<\/li>\n<li><strong>Nintendo Wii:<\/strong> Instead of competing in the graphics race with PlayStation and Xbox, Nintendo created a new category for non-gamers through motion control<\/li>\n<li><strong>IKEA:<\/strong> Eliminated delivery service and assembly, reduced consultation, raised design, created self-service experience\u2014and made stylish furniture affordable for everyone<\/li>\n<li><strong>Nespresso:<\/strong> Transformed the coffee market through a capsule system\u2014premium quality at home, simple and fast. <a href=\"https:\/\/pointofnew.at\/en\/glossary\/subscription-model\/\">Subscription model<\/a> for capsules as a <a href=\"https:\/\/pointofnew.at\/en\/glossary\/revenue-model\/\">revenue model<\/a><\/li>\n<\/ul>\n<h2 id=\"kmu\">Blue Ocean Strategy for Austrian SMEs<\/h2>\n<p>SMEs are often better positioned for Blue Ocean strategies than large corporations:<\/p>\n<ul>\n<li><strong>Niche expertise:<\/strong> SMEs often know their customers better than any corporation\u2014deep understanding of the <a href=\"https:\/\/pointofnew.at\/en\/glossary\/customer-journey\/\">customer journey<\/a> is the foundation for value innovation<\/li>\n<li><strong>Agility:<\/strong> New offerings can be tested and adapted quickly\u2014without years-long strategy processes<\/li>\n<li><strong>Industry combination:<\/strong> SMEs at the intersection of different industries can create synergies that large companies overlook<\/li>\n<li><strong>Regional Blue Oceans:<\/strong> Not every Blue Ocean needs to be global\u2014uncontested market spaces exist at the regional level as well<\/li>\n<\/ul>\n<p>Use the Blue Ocean tools in <a href=\"https:\/\/pointofnew.at\/en\/glossary\/innovation-workshop\/\">innovation workshops<\/a> or as part of <a href=\"https:\/\/pointofnew.at\/en\/glossary\/innovation-consulting\/\">innovation consulting<\/a> to systematically identify new growth opportunities beyond existing competition.<\/p>\n<div style=\"background:linear-gradient(135deg,#1e3a5f,#2563eb);color:#fff;padding:2rem;border-radius:12px;margin:2rem 0;text-align:center;\">\n<h3 style=\"color:#fff;margin-top:0;\">Discover Your Blue Ocean<\/h3>\n<p style=\"font-size:1.1rem;\">Out of the red ocean, into new growth. We support you in developing a Blue Ocean Strategy that unlocks new market spaces and customer segments. <\/p>\n<p><a href=\"https:\/\/pointofnew.at\/en\/business-model-innovation-services\/\" style=\"display:inline-block;background:#fff;color:#1e3a5f;padding:0.75rem 2rem;border-radius:8px;text-decoration:none;font-weight:600;margin-top:0.5rem;\">Request Strategy Workshop Now \u2192<\/a>\n<\/div>\n<div itemscope=\"\" itemtype=\"https:\/\/schema.org\/FAQPage\">\n<h2 id=\"faq\">Frequently Asked Questions (FAQ)<\/h2>\n<details itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" style=\"background:#eaecee;border-radius:8px;margin-bottom:0.75rem;overflow:hidden;\">\n<summary itemprop=\"name\" style=\"padding:1rem 1.2rem;font-weight:600;cursor:pointer;color:#2c3e50;\">What is the difference between Blue Ocean Strategy and disruption?<\/summary>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\" style=\"padding:0 1.2rem 1rem;color:#2c3e50;\">\n<div itemprop=\"text\" style=\"margin-top:0.75rem;\">\n<p>Both concepts aim at new markets, but with different focuses. <a href=\"https:\/\/pointofnew.at\/en\/glossary\/disruptive-innovation\/\">Disruptive innovation<\/a> according to Christensen describes a process where a newcomer with an initially inferior product displaces an established company\u2014the focus is on competitive dynamics. Blue Ocean Strategy focuses on creating new demand through value innovation\u2014regardless of whether existing providers are displaced. Blue Oceans can be disruptive, but they do not have to be.  <\/p>\n<\/div>\n<\/div>\n<\/details>\n<details itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" style=\"background:#eaecee;border-radius:8px;margin-bottom:0.75rem;overflow:hidden;\">\n<summary itemprop=\"name\" style=\"padding:1rem 1.2rem;font-weight:600;cursor:pointer;color:#2c3e50;\">How sustainable is a Blue Ocean? Won&#8217;t it become a Red Ocean? <\/summary>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\" style=\"padding:0 1.2rem 1rem;color:#2c3e50;\">\n<div itemprop=\"text\" style=\"margin-top:0.75rem;\">\n<p>Yes, every Blue Ocean will eventually become a Red Ocean when competitors follow. The question is how long the advantage lasts. Blue Oceans are harder to copy when they are based on a unique business model (not just a product feature), build network effects, or create a strong brand. The best strategy: continuously seek new Blue Oceans before the current one turns red\u2014Blue Ocean Strategy is not a one-time event, but a mindset.   <\/p>\n<\/div>\n<\/div>\n<\/details>\n<details itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" style=\"background:#eaecee;border-radius:8px;margin-bottom:0.75rem;overflow:hidden;\">\n<summary itemprop=\"name\" style=\"padding:1rem 1.2rem;font-weight:600;cursor:pointer;color:#2c3e50;\">Can every company create a Blue Ocean?<\/summary>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\" style=\"padding:0 1.2rem 1rem;color:#2c3e50;\">\n<div itemprop=\"text\" style=\"margin-top:0.75rem;\">\n<p>In principle, yes\u2014Blue Oceans have been created in all industries, from circus to technology, from hospitality to financial services. What matters is the willingness to question industry conventions and shift focus from competitors to non-customers. However, this requires courage and perseverance, as Blue Ocean strategies often initially meet with internal skepticism.  <\/p>\n<\/div>\n<\/div>\n<\/details>\n<details itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" style=\"background:#eaecee;border-radius:8px;margin-bottom:0.75rem;overflow:hidden;\">\n<summary itemprop=\"name\" style=\"padding:1rem 1.2rem;font-weight:600;cursor:pointer;color:#2c3e50;\">Should I abandon my Red Ocean business?<\/summary>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\" style=\"padding:0 1.2rem 1rem;color:#2c3e50;\">\n<div itemprop=\"text\" style=\"margin-top:0.75rem;\">\n<p>No\u2014Blue Ocean Strategy does not mean abandoning existing businesses. Most successful companies operate a portfolio of Red Ocean and Blue Ocean activities. The core business (Red Ocean) delivers cash flow, while Blue Ocean initiatives secure future growth. The key lies in balance and conscious resource allocation between both areas.   <\/p>\n<\/div>\n<\/div>\n<\/details>\n<details style=\"background:#eaecee;border-radius:8px;padding:0;margin-bottom:0.75rem;\">\n<summary style=\"padding:1rem 1.2rem;font-weight:600;cursor:pointer;color:#2c3e50;list-style:none;\">Can you create a Blue Ocean in a mature industry?<\/summary>\n<div style=\"padding:0 1.2rem 1rem 1.2rem;\">Yes, many successful Blue Oceans emerge in mature industries by challenging industry assumptions. Cirque du Soleil reinvented circus, Dollar Shave Club disrupted razors, and Warby Parker transformed eyewear \u2013 all mature markets. The key is identifying which industry factors you can eliminate, reduce, raise, or create to unlock new demand. Mature industries often have ossified assumptions that go unquestioned for decades, making them ripe for value innovation once someone challenges the conventional wisdom.<\/div>\n<\/details>\n<\/div>\n<h2>Related Terms<\/h2>\n<div style=\"display:flex;flex-wrap:wrap;gap:0.5rem;margin-top:0.5rem;\">\n<a style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\" href=\"https:\/\/pointofnew.at\/en\/glossary\/innovation-management\/\">Innovation Management<\/a><br \/>\n<a style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\" href=\"https:\/\/pointofnew.at\/en\/glossary\/design-thinking\/\">Design Thinking<\/a><br \/>\n<a style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\" href=\"\/en\/glossary\/business-model-innovation\/\">Business Model Innovation<\/a><br \/>\n<a style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\" href=\"https:\/\/pointofnew.at\/en\/glossary\/digital-transformation\/\">Digital Transformation<\/a><br \/>\n<a style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\" href=\"https:\/\/pointofnew.at\/en\/glossary\/lean-startup\/\">Lean Startup<\/a><br \/>\n<a style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\" href=\"https:\/\/pointofnew.at\/en\/glossary\/change-management\/\">Change Management<\/a>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>In brief: Blue Ocean Strategy is a strategic framework that guides companies to create new, uncontested market spaces (Blue Oceans) instead of competing for market share in existing markets (Red&hellip;<\/p>\n","protected":false},"author":1,"featured_media":24529,"parent":25140,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-25659","page","type-page","status-publish","has-post-thumbnail","hentry"],"featured_image_src":"https:\/\/pointofnew.at\/wp-content\/uploads\/2025\/07\/Point-of-New-Business-Model-Innovation-Benedikt-Hasibeder-scaled.png","_links":{"self":[{"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/pages\/25659","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/comments?post=25659"}],"version-history":[{"count":10,"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/pages\/25659\/revisions"}],"predecessor-version":[{"id":28064,"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/pages\/25659\/revisions\/28064"}],"up":[{"embeddable":true,"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/pages\/25140"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/media\/24529"}],"wp:attachment":[{"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/media?parent=25659"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}