“Blue ocean strategy”: The red thread connecting Apple with Yellow Tail

“Blue ocean strategy”: The red thread connecting Apple with Yellow Tail

Developed by Chan Kim and Renée Mauborgne, two professors of strategy at INSEAD [business school], the central idea of blue ocean strategy is that instead of competing directly with competitors in an existing market, organizations should focus on finding new markets. There are several reasons for this approach, but the most compelling is clear: the opportunity to create a monopoly and reap the returns before competitors enter the new market you …