The Blue Ocean Strategy: Strategic Innovation or Management Fad?

Martin Sposato, Zayed University

Document Type

Book Chapter

Source of Publication

Advances in Business and Management. Volume 25

Publication Date

12-10-2025

Abstract

This chapter examines the Blue Ocean Strategy, a strategic framework proposed by W. Chan Kim and Renée Mauborgne, exploring its potential as a transformative strategic approach versus a passing management fad. Through a comprehensive analysis of the strategy's principles, methodologies, and critiques, we assess its efficacy and longevity in the business landscape. The Blue Ocean Strategy advocates for businesses to create new market spaces, termed "blue oceans," by offering unique value propositions. While successful applications exist across various industries, criticisms suggest limitations in applicability, clarity of implementation, and an oversimplified view of market dynamics. This chapter provides a nuanced exploration of the Blue Ocean Strategy, highlighting its potential as a strategic innovation tool while acknowledging challenges and ethical considerations. It contributes to ongoing discussions regarding the strategy's lasting impact and its place in the broader context of strategic management theory and practice.

ISBN

979-8-89530-246-0

Publisher

Nova Science Publishers

First Page

201

Last Page

214

Disciplines

Business

Keywords

Blue Ocean Strategy, Value Innovation, Strategic Management, Market Creation, Management Fads, Introduction

Indexed in Scopus

no

Open Access

no

Link to Full Text

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