Blue Ocean Strategy is a business approach focused on creating new, uncontested market spaces (“blue oceans”) instead of battling competitors in crowded existing industries (“red oceans”). It emphasizes the simultaneous pursuit of differentiation and low cost to open new demand and make competition irrelevant.​

Unlike traditional strategies that compete within defined boundaries, blue oceans represent markets where competition is minimal or nonexistent because companies redefine the rules of engagement by offering unique value innovations.