Using Consumer Problems To Find Blue Oceans

In their 2005 best-selling book Blue Ocean Strategy W. Chan Kim and Renée Mauborgne explicate two types of market growth strategies: red ocean strategy and blue ocean strategy. Unlike other classification approaches, that subdivide growth strategies on the basis of which tactic is to be used (e.g., pricing, promotion, distribution, product) or what part of the landscape is to be influenced (competition, company, consumers, government), Kim and Mouborgne’s classification categorizes strategie...