Value innovation: a leap into the blue ocean

  title={Value innovation: a leap into the blue ocean},
  author={W. Chan Kim and Ren{\'e}e Mauborgne},
  journal={Journal of Business Strategy},
Purpose – This paper reports the results of more than a decade‐long research journey on how firms can go beyond competing to creating uncontested market space, or “blue oceans,” that makes the competition irrelevant. Design/methodology/approach – Studies over 150 blue‐ocean creations in over 30 industries spanning more than 100 years from 1880 to 2000. Analyzes not only winning business players that created blue oceans but also their less successful competitors. Searches… 

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