![]() These paths have general applicability across industry sectors, and they lead companies into the corridor of commercially viable blue ocean ideas. Specifically, we found six basic approaches to remaking market boundaries. We found clear patterns for creating blue oceans. ![]() And, if there were, we wanted to know whether these patterns applied across all types of industry sectorsfrom consumer goods, to industrial products, to finance and services, to telecoms and IT, to pharmaceuticals and B2Bor were they limited to specific industries? ![]() In conducting our research, we sought to discover whether there were systematic patterns for reconstructing market boundaries to create blue oceans. This challenge is key because managers cannot afford to be riverboat gamblers betting their strategy on intuition or on a random drawing. The challenge is to successfully identify, out of the haystack of possibilities that exist, commercially compelling blue ocean opportunities. This principle addresses the search risk many companies struggle with. The first principle of blue ocean strategy is to reconstruct market boundaries to break from the competition and create blue oceans.
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