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Every blue ocean will eventually turn red;

Create an unfair advantage instead

By Dr. Dan Herman

The vast red and blue oceans of the marketing world tsunamied into our awareness and vocabulary a few years ago, when two INSEAD professors, W.Chan Kim and Renée Mauborgne, claimed that competition can be rendered irrelevant.

Their book, Blue Ocean Strategy, heralded the news to marketing managers and CEOs all over the world: after years and years of surviving in red bloody oceans, swarming with murderous competitors, finally there's a better alternative! ...

Let us consider an example of a company which supposedly followed Kim and Mauborgne's Blue Ocean strategy...

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