Extret de Wikipedia: Blue Ocean Strategy is a business strategy book written by Professors W. Chan Kim and Renée Mauborgne of INSEAD, that promotes creating new market space or "Blue Ocean" rather than competing in an existing industry. The metaphor of red and blue oceans describes the market universe. Red Oceans are all the industries in existence today—the known market space. In the red oceans, industry boundaries are defined and accepted, and the competitive rules of the game are known. Here companies try to outperform their rivals to grab a greater share of product or service demand. As the market space gets crowded, prospects for profits and growth are reduced. Products become commodities or niche, and cutthroat competition turns the ocean bloody. Hence, the term red oceans. Blue oceans, in contrast, denote all the industries not in existence today—the unknown market space, untainted by competition. In blue oceans, demand is created rather than fought over. There is ampl...