Blue Ocean Strategy: A look from the literature

Although companies apply various strategies and management tools, spending time, energy, resources, to survive and compete for their position in the market, Michael Porter points us its generic strategies, as well as its competitive strategies to compete in the markets. The Blue Ocean Strategy (BOS), addresses competition from a new perspective based on innovation, seeking a new market (Blue Ocean), free from competitors, unexplored markets, easily dominated and/or fast growing. There are Blue Oceans that are not related with current industries, although most arise from Red Oceans as the boundaries of existing businesses expand, where the companies fight among them (Red Oceans). BOS launches new quality products and services, gaining consumer acceptance, exploiting new market niches, making it clear that companies must stop competing with each other in order to achieve success.