https://hbr.org/2004/10/blue-ocean-strategy
Blue Ocean Strategy
Competing in overcrowded industries is no way to sustain high performance. The real opportunity is to create blue oceans of uncontested market space.
by W. Chan Kim and Renée Mauborgne
Harvard Bus. Review (October 2004)
Also:
Red Ocean Traps
The mental models that undermine market-creating strategies by W. Chan Kim and Renée Mauborgne
From the Magazine (March 2015)
https://hbr.org/2015/03/red-ocean-traps
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