Critically assess the sustainability of the Blue Ocean Concept: can companies keep jumping out of the red into the blue? And how do they prevent other companies ‘swimming’ in their blue oceans?

Kim and Mauborgne (2005) argue that companies can succeed not by battling competitors, but rather by creating “blue oceans” of uncontested market space. Whether in agreement or not, the fact is that it is not a new concept. New industries have been developing over many years creating a brand new customer base. But eventually the blue ocean will become red again … so …
Critically assess the sustainability of the Blue Ocean Concept: can companies keep jumping out of the red into the blue? And how do they prevent other companies ‘swimming’ in their blue oceans?

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