Six Misconceptions About Blue Ocean Strategy

Since its initial publication in 2005, Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant has become an international bestseller, arousing huge interest among managers and business academics across the globe. Today, many companies and public organizations are using the frameworks and tools of Blue Ocean Strategy to pursue value innovation and achieve strategic transformation. 

In China, “blue oceans” and “red oceans” have become frequently cited terms among business executives. Press and media often report stories about blue ocean business launches. In the meantime, there have occasionally been voices of scepticism or criticism about Blue Ocean Strategy, which, to a large extent, stem from misinterpretations or misunderstandings of this new and rising theory of strategy.

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