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Value-innovative requirements engineering guides software development organizations in creating new markets based on new product values for potential customers. Most requirements-engineering techniques and practices focus on eliciting requirements from existing, known customers. However, these techniques and practices aren't sufficient for surviving in current highly competitive markets. In particular, small organizations typically lack sufficient resources to compete effectively with large companies. W. Chan Kim and Renee Mauborgne proposed the blue-ocean strategy to create new marketplace value and so make competition irrelevant. A "blue ocean" is a potential market where competition doesn't yet exist.