... the business by changing focus to unknown market space. This is in the book called Blue Oceans, which denote all the industries not in existence today. A practical example is given from Cirque du Soleil. Further research from professors Kim & Mauborgne show a significant difference between red and blue ocean business launches. Blue Ocean launches support growth and are much more profitable - details can be seen in figure 1-1. The cornerstone of blue ocean strategy is value innovation. The authors focus on making the competition irrelevant by creating a leap in value for buyers and the company, thereby opening up new and uncontested market space. Value innovation places equal emphasis on value and innovation. Technology-driven innovation tends to be without value, often shooting beyond what buyers are ready to accept and pay for. If companies fail to anchor innovation with value, technology innovators and market pioneers often lay the eggs ...

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