Blue Ocean Strategy Canvas Analysis
Blue ocean strategy canvas analysis is a framework for escaping crowded, competitive 'red ocean' markets by creating uncontested 'blue ocean' market space through value innovation. Developed by W. Chan Kim and Renee Mauborgne in their 2004 Harvard Business Review article and 2005 book, it centers on the strategy canvas, a chart that plots how an industry's players invest across the factors of competition, and the four actions framework — eliminate, reduce, raise, create — for redrawing that value curve. The core idea, value innovation, breaks the usual trade-off between differentiation and low cost by simultaneously raising buyer value and lowering cost. The analysis gives strategists a visual, action-oriented way to spot how to make the competition irrelevant rather than to out-fight rivals on existing terms.
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- Kim, W. C., & Mauborgne, R. (2005). Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant. Boston, MA: Harvard Business School Press. · ISBN 9781591396192
- Kim, W. C., & Mauborgne, R. (2004). Blue Ocean Strategy. Harvard Business Review, 82(10), 76-84. · URL
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