Glossary/Strategy & Frameworks/Blue Ocean Strategy
Strategy & Frameworks
Blue Ocean Strategy
W. Chan Kim and Renée Mauborgne's 2005 strategy of creating uncontested market space instead of fighting rivals in crowded 'red oceans'.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
Blue ocean strategy is an approach that focuses on creating uncontested market space rather than competing with rivals in crowded markets, called red oceans. It was introduced by W. Chan Kim and Renée Mauborgne in their 2005 book. Companies pursue it by offering new value while reducing costs, making competition less relevant.